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Apple is broadening the footprint of ads inside App Store search results, announcing that new placements will roll out alongside iOS 26.2 in early 2026. The company says the change is intended to give developers and advertisers more opportunities to be discovered by users who search the App Store.
More ad spots — not just at the top
Starting with iOS 26.2, ads will appear beyond the single top result and can show in lower positions within search results. Apple says this extends the visibility window for apps without changing ad creatives or formats. Imagine a user scrolling past the top hits and discovering a promoted app tucked lower down — that’s the kind of incremental exposure Apple is aiming for.
No setup required, but no placement choice either
Developers with active campaigns won’t need to lift a finger: existing ads will be automatically eligible for the new placements. But there’s a trade-off. Advertisers won’t be able to target or reserve specific positions inside the search results — placement selection won’t be an option.
What stays the same
- Ad formats remain unchanged — ads will still appear as default or custom product pages, and deep links remain optional.
- Apple’s pricing model is unchanged: ads are charged on a Cost Per Tap (CPT) basis, meaning advertisers pay only when a user taps the ad.
- Ad ranking uses a combination of the advertiser's bid and the app’s relevance to the user’s search query, which Apple says preserves search quality.
Why Apple says this matters
Search is a major discovery channel on the App Store. According to Apple, about 65% of App Store downloads happen directly after a user performs a search. By increasing the number of placements where ads can appear, Apple argues developers will have more chances to get noticed and potentially boost downloads.
For advertisers and developers this is both an opportunity and a reminder to keep creatives and metadata tightly aligned with likely search queries. With placements increasing but relevance still factored into which ads surface, well-targeted campaigns remain the best path to efficient results.
New ad placements will be active on devices updated to iOS 26.2 or later, beginning in early 2026.
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