The news: Apple will introduce additional ad placements in App Store search results starting in March, per PYMNTS. The expansion moves beyond the single premium slot at the top of results, giving app marketers more inventory to reach users actively searching for downloads. Developers with active campaigns will automatically qualify, and ads will be matched based on relevance rather than bid alone.

Why it matters: Apple's ad expansion reflects the high value of its user base, even as its download share trails Google Play.

• In Q2 2025, the App Store accounted for just 14.5% of global gaming app downloads and 28.3% of nongaming downloads, per Sensor Tower.
• Yet Apple captured 63.2% of gaming app revenues and 73% of nongaming revenues in the same period, per EMARKETER.

Zooming out: The new placements build on a channel that already converts effectively.

• Approximately 65% of App Store downloads occur immediately following a search, per Apple. Ads in the top search position convert at roughly 60%.