Starting March 3, 2026, Apple increased the number of ad placements in App Store search results, with a rollout that began in the UK and Japan and will expand globally by the end of March.
This is the most significant change to App Store search ads since their launch in 2016.
The new setup introduces multiple ad slots in search results. Placement will be determined automatically through Apple’s auction system based on relevance and bid amount, and advertisers will gain access to the new inventory without changing existing campaigns.
The update creates more opportunities for advertisers, including the ability to use custom product pages and deep links to specific in-app locations. Additional ad space may also make competitor keyword targeting more accessible, potentially benefiting smaller developers.
However, more ads in search results may reduce organic visibility for apps and could change how users experience App Store search.
Overall, Apple is continuing to expand its advertising ecosystem, and developers will likely need to adapt their ASO and user acquisition strategies.
