Apple is preparing to present more ads during searches on the App Stores, but has told advertisers they can't pay to get better positioning.
While reports of ads coming to Apple Maps remain rumors, Apple has announced that it is adding "additional ads across search queries" in the App Store from 2026. The new ads will appear inline within the search results, while the existing ones will continue to be at the top of the list.
Apple's note to advertisers and developers about this stresses firstly that they do not need to do anything to appear in these new ad slots. But then secondly, it says that they actually cannot do anything to appear in them.
"If your app isn't relevant to what the user is searching for, it won't be displayed — regardless of how much you may be willing to pay," says Apple. "Apple Ads considers both relevance and bids, and doesn't put apps into auctions if they're not a good match."
What advertisers can do is, as at present, prepare variations on their ads. "Ad variations allow you to align ad creative with specific audiences and keyword themes," says Apple.
So advertisers can create artwork for the ads, although if they do not, then Apple will use default layouts based on the app's product page.
There will be no difference to how advertisers are billed. They will continue to be charged per tap or per install, whichever option they have chosen.
Back in 2022, Apple also added more App Store ads, but these were to appear in the Today section and were not used worldwide. More recently, the company rebranded its advertising business as Apple Ads, signifying a greater push into ad sales than before.
