Apple will show more ads in App Store search results starting March 3. The company confirmed the rollout on an advertising help page, following a prior announcement. Ads will appear both at the top and further down in search queries, not just in the initial slot.

This move aligns with Apple's push to grow its Services revenue. App Store transactions, from downloads to in-app purchases, are a major profit center. Adding more ad slots gives developers another way to reach users, with Apple taking a cut of each sale.

Apple has steadily expanded advertising within its ecosystem. It added ads to the Today tab in 2022 and reportedly plans for Apple Maps. The 2025 rebrand from Apple Search Ads to Apple Ads signaled this broader strategy to monetize its vast device base.