Apple is preparing to expand advertising opportunities on the App Store by introducing multiple sponsored placements within search results starting in 2026.
At present, users only see a single sponsored app at the top of the search page. With the upcoming update, additional ads will appear further down the results, increasing visibility for developers and brands.
Apple says search remains the most important way users discover apps, with nearly two-thirds of app downloads happening after a search. The company believes the added ad inventory will help developers connect with more potential users.
The current pricing and billing system will remain unchanged, and existing ad campaigns will automatically qualify for the new placements without requiring any adjustments.
However, advertisers will not be able to choose the exact position of their ads. Placement will continue to depend on auction performance and bidding, meaning ad positions may vary across searches.
Apple also confirmed that the appearance of sponsored listings will stay consistent, using the same app creatives, product page assets, and deep-link formats already available on the App Store.
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