Apple is set to update the App Store search experience by introducing multiple sponsored placements within a single search results page, expanding beyond the single ad that currently appears at the top. The change is scheduled to roll out in 2026 and will increase the visibility of paid listings as users browse for apps.

Search remains a key driver of app discovery on the App Store, with Apple noting that nearly two-thirds of app downloads happen immediately after a search. By adding more sponsored positions further down the results page, the company aims to give developers additional opportunities to connect with potential users at high-intent moments.

Apple has clarified that the expansion will not alter the existing billing model. Current search ad campaigns will automatically be considered for the new placements, meaning developers will not need to make any manual changes to access the additional inventory.

However, advertisers will not be able to choose the exact placement of their ads within the search results. Instead, positioning will continue to be determined by Apple’s auction system, with rankings influenced by bid values and other performance factors. As a result, the location of a sponsored app may vary from one search to another.

The visual format of search ads will remain unchanged across all placements. Sponsored listings will continue to use the same product page assets and deep-linking structure already familiar to users.

With this move, Apple is signalling a broader push to scale its App Store advertising offerings, while maintaining a consistent ad experience for users and a streamlined setup for developers.