Apple is set to display more App Store ads beginning in March

Apple to increase App Store ads starting March 3. New placements will appear deeper in search results, targeting the 65% of users who download apps via search.

#App Store

Starting in March, users can expect to see an increase in advertisements within App Store search results , according to an update on Apple’s advertising help page. While the company initially signaled plans to expand ad inventory last month, a developer email obtained by MacRumors confirms that this new rollout is scheduled to launch on Tuesday, March 3 .

Apple justifies the expansion by pointing to user behavior , noting that “search is the way most people find and download apps on the App Store, with nearly 65 percent of downloads happening directly after a search.” To provide advertisers with more visibility , Apple Ads is introducing additional placements across search queries. Historically, sponsored apps have only appeared at the very top of search results; under the new system, ads will also be inserted “further down” in the results list.

App Store activity remains a massive pillar of Apple’s “Services” business . The company generates revenue not only from every app download and in-app transaction but increasingly by selling ad space to developers seeking visibility . While App Store ads are not new, their presence has steadily grown . In 2022, Apple introduced ads to the “Today” tab —a section previously reserved for editorial curation—and in 2025, Bloomberg reported that the company intends to bring advertising to Apple Maps as well.

The company’s ambition to broaden its marketing reach became clear in April 2025, when it rebranded its platform from “Apple Search Ads” to simply “Apple Ads” . That name change was perhaps the strongest signal that Apple intended to utilize more of its ecosystem for partner promotion. From a business perspective, the strategy is sound: Apple’s billions of devices , all equipped with pre-installed default apps, represent some of the most valuable digital real estate in the industry.