Apple App Store Getting More Ads Starting in March 2026
Apple is significantly expanding its advertising presence in the App Store by introducing additional ad placements in search results starting March 3, 2026. The rollout will begin in the United Kingdom and Japan before expanding to all other markets, including the United States, by the end of March.
What’s Changing in the App Store
Currently, developers can purchase a single sponsored ad slot at the top of App Store search results. Under the new system, multiple ad positions will appear for individual search queries, including the existing top placement and new positions further down the search results page.
The expanded ad placements will be visible on devices running iOS 26.2 or later and iPadOS 26.2 or later. Apple says developers won’t need to make any changes to their current campaigns to be eligible for the new ad positions—existing ads will automatically be considered for placement in both the traditional top slot and the newly available lower positions.
Why Apple Is Adding More Ads
Apple notes that search accounts for nearly 65 percent of app downloads on the App Store, making it a high-value advertising real estate. By introducing additional ad slots, the company aims to give advertisers more opportunities to reach users at the critical moment they’re actively searching for apps.
This move represents a continued expansion of Apple’s advertising business, which generates significant revenue as part of the company’s broader services segment. Apple previously added ads to the App Store’s Today tab in 2022 and rebranded its advertising division from “Apple Search Ads” to “Apple Ads” in April 2025, signaling the company’s ambitions to integrate advertising across more Apple services.
What Developers Should Know
Developers and advertisers don’t need to modify their campaigns ahead of the March rollout. Apple’s system automatically determines ad placement using keyword matching between user searches and relevant apps. Developers cannot manually select or bid for specific ad positions, and pricing for ads remains unchanged under the new structure.
Developers do have the option to create ad variations tailored to specific audiences and keyword themes, allowing for more targeted advertising without additional cost.
Broader Context for Apple’s Ad Strategy
Apple’s decision to expand App Store advertising follows a pattern of monetizing its platform through ads. With billions of devices worldwide, each pre-installed with default Apple applications, the company’s ecosystem represents some of the most valuable advertising inventory available. The ongoing expansion of ad placements across the App Store aligns with reports that Apple is considering introducing ads to additional services like Apple Maps.
The expansion comes as Google similarly monetizes the Play Store through advertising, making the move increasingly standard across major app distribution platforms. For app marketers, the March 2026 rollout signals a meaningful shift in competition dynamics and visibility within App Store search results.