Search has always been one of the strongest drivers of app discovery, and Apple is about to make it even more valuable for advertisers.
Apple recently shared that starting in early 2026, App Store search results will include additional ad placements, giving advertisers more chances to show up during high-intent searches. While the update isn’t live yet, it’s an important signal of where Apple Ads is headed and how search inventory will evolve over time.
Search Is Where App Discovery Already Happens
Apple also released updated data that reinforces just how powerful search already is inside the App Store. Each week, more than 800 million people visit the App Store, and 85% of those users download at least one app during their visit. Ads that appear at the very top of search results see conversion rates above 60%, which is why Search Results ads consistently rank among the highest-performing placements in Apple Ads.
Simply put, users who are searching already know what they want. They’re comparing options and are ready to install, which makes search one of the most valuable moments to show up.
What’s New: More Ad Opportunities in Search Results
Beginning in early 2026, Apple plans to introduce new ad placements further down the search results page. Until now, advertisers mainly competed for a single top-of-search spot. This expansion opens the door to:
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More chances to appear on relevant keyword searches
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Additional inventory within Apple’s highest-intent placement
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Increased visibility beyond just the first result
Apple has confirmed that there’s nothing advertisers need to do right now, and more details will be shared closer to launch. Existing Search Results campaigns will continue to run as they do today.
Why This Matters
This update isn’t about reinventing Apple Ads. It’s about building on what already works. Search Results ads perform well because they match user intent so closely. By adding more placements, Apple can scale that success while giving advertisers more opportunities to reach users at the exact moment they’re looking for an app.
It also points to increased competition in search. As more ad spots become available, strong keyword strategy, relevance, and a well-optimized App Store listing will play an even bigger role in performance.
What App Teams Should Focus On Now
Even though the new placements won’t arrive until 2026, this announcement is a good reminder to focus on the basics that matter most:
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Sharpen keyword strategies to stay competitive as search inventory grows
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Make sure App Store pages are built to convert high-intent traffic
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Keep a close eye on Search Results performance to understand what drives installs today
Teams that already treat search as a core growth channel will be in the best position to benefit when these new placements roll out.
Want help getting ahead of changes like this? Contact us today!
