Apple has informed developers that it will begin displaying additional advertisements in App Store search results starting Tuesday, March 3.
According to the company, the new ad placements will first roll out in the UK and Japan, with expansion to other markets, including the US, expected by the end of March. Apple announced plans to increase the number of search ad slots last month but had not previously confirmed a launch date.
At present, developers can only pay for a single ad position at the top of search results. Under the new system, multiple sponsored placements will appear further down the page, creating more advertising inventory and additional services revenue for Apple. Paid placements will continue to be marked with an “Ad” label.
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The expanded ads will be visible on iPhones and iPads running iOS 26.2 or iPadOS 26.2 and later. Beyond search results, ads already appear in the App Store’s Today tab, the “You Might Also Like” section of app listings, and the “Suggested” area of the search tab.
Apple rebranded its Search Ads business as Apple Ads last year, reflecting its broader push to introduce advertising across more services, potentially including Apple Maps.