Apple is testing a new App Store search ad design on iOS 26.3. The change removes the distinctive blue background from sponsored results, making them visually identical to organic listings. The only remaining differentiator is a small ‘Ad’ banner next to the app icon. This A/B test is currently limited to some users.

This shift follows Apple's December announcement to increase the number of sponsored results per search query. By blending ads into the list more seamlessly, the company likely aims to boost click-through rates and ad revenue. However, it also risks confusing users who may not realize the first result is a paid placement.

Apple has not confirmed if this design will roll out widely. The move highlights the growing tension between monetization and user experience within Apple's ecosystem. As its ads business expands, the company must balance generating revenue with maintaining the trusted, clear interface users expect from the App Store.