Apple plans to expand advertisements in App Store search results starting Tuesday, March 3, 2025. The company updated its advertising help page to announce the change, following a statement last month about increasing the overall number of App Store ads. A developer email viewed by MacRumors confirmed the rollout date.
“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,” Apple stated. “To help give advertisers more opportunities to drive downloads from search results, Apple Ads will introduce additional ads across search queries.” Previously, ads for related apps appeared only at the top of search results. The update will place them further down the list as well.
App Store operations form a key part of Apple’s services business, which generates revenue from every app download, in-app purchase, and ad sale. Apple has gradually increased ad placements over time. In 2022, it added ads to the Today tab, a section that includes editorial content alongside marketing. Bloomberg reported in 2025 that Apple intends to introduce ads into Apple Maps.
In April 2025, Apple rebranded its advertising division from Apple Search Ads to Apple Ads. This move signals plans to extend ad opportunities across more areas of its platform. Apple’s billions of devices come pre-installed with default apps, creating prime advertising inventory for partners seeking to reach users.
