Apple has officially rebranded its performance marketing platform from Apple Search Ads to Apple Ads, reflecting a broader evolution in how and where app promotions can appear within the iOS ecosystem.
What This Rebrand Means
This change isn’t just cosmetic — it signals a growing shift beyond search-based placements. Apple Ads now encompasses a wider variety of placements, including:
- Search tab and search results
- Today tab ads
- App Store product pages
- Potential future ad placements across Apple’s ecosystem
By moving beyond just search, Apple is building a more holistic ad network across the App Store, offering brands and developers more ways to capture user attention throughout the app discovery journey.
Why This Matters for Developers and Marketers
- More opportunities to get discovered: With placements beyond search results — like the Today tab — advertisers can now reach users before they even begin typing.
- Stronger full-funnel strategies: Apple Ads now enables touchpoints at both the awareness and intent-driven phases, helping marketers support brand-building and conversions together.
- Better creative control: Paired with features like custom product pages, developers can tailor ad creative and messaging to different audiences and placements.
Final Thoughts
The move from “Apple Search Ads” to “Apple Ads” signals Apple’s long-term investment in building a richer advertising ecosystem. For developers looking to scale growth, this opens up more channels, more flexibility, and more creative surface area — all within the trusted framework of the App Store.
We’ll be watching closely as new features roll out under the Apple Ads umbrella and continue sharing insights on how to make the most of these evolving tools.
