Apple to expand App Store search ads starting March 3
Apple will begin displaying additional ads in App Store search results on Tuesday, March 3, 2025. The change expands ad placements beyond the top position to further down the list, providing advertisers more opportunities to reach users after searches that precede nearly 65 percent of downloads.
Apple shared details on an advertising help page. The company first stated last month, in February 2025, that it planned to increase the number of App Store ads. A developer email, viewed by MacRumors, confirms the rollout date of March 3.
Apple explains the role of search in app discovery. “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,” the company states. This statistic underscores search as a primary mechanism for users to locate apps.
To capitalize on this, Apple Ads will introduce more advertisements. “To help give advertisers more opportunities to drive downloads from search results, Apple Ads will introduce additional ads across search queries,” Apple notes. These ads target related apps based on user queries.
Previously, such ads appeared only at the top of search results. Now, they will integrate further down in the results list. This adjustment increases visibility for promoted apps amid organic listings.
App Store operations contribute substantially to Apple’s services business. Revenue derives from every transaction, including app downloads and in-app purchases. Additional income comes from selling ad space to companies seeking access to App Store users.
Apple has expanded ad placements gradually. In 2022, the company added ads to the Today tab. That section already features editorial curation, which functions as a form of marketing alongside promoted content.
Bloomberg reported in 2025 that Apple planned to introduce ads to Apple Maps. This indicated further intentions to extend advertising across platform features.
In April 2025, Apple rebranded its advertising business from Apple Search Ads to Apple Ads. The change signaled preparations for broader ad placements to connect partners with customers.
Apple possesses billions of devices worldwide. Each includes pre-installed default apps, creating prime spaces for advertisers to engage users directly through familiar interfaces.