Apple plans to introduce additional ads across App Store search queries in 2026. The company says the goal is to create more ad opportunities within search results. This update builds on the company’s ad efforts under Apple Ads, following its rebrand of Search Ads earlier this year.

Apple explains that users searching for apps will start seeing ads not only at the top of the results page, but also further down the list. Apple says these new placements will appear automatically as part of existing search results campaigns.

What advertisers need to know about the placement

According to the announcement, advertisers will not be able to select or bid for a specific placement. Instead, ads may run either in the existing top position or further down in search results, depending on availability.

Apple says the ad format will remain the same in every position. Ads will continue to use either a default product page or a custom product page, with an optional deep link.

Advertisers and developers already running App Store search ads will not need to take any action. If a search results campaign is active, the ad will automatically be eligible to appear in any available position.

Billing also stays the same. Apple says advertisers will continue to be charged based on their existing pricing model, either cost per tap or cost per install. Developers only pay when a user taps on an ad, which aligns with how App Store search ads currently work.

The company says these additional ads will begin appearing on devices running iOS 26.2 and later.

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