Apple has confirmed that, starting in 2026, the The App Store will incorporate new ad placements in search results.This change represents a further step in the company's advertising strategy, which seeks to give more visibility to paid applications and marketing campaigns within its digital store.
Until now, the App Store search experience was relatively predictable: a single featured ad at the top, followed by organic results. With the new setup, Users in Spain, Europe, and other markets will see more ads spread throughout the listing.which can alter both the way apps are discovered and the advertisers' campaign planning.
More ad space in search results
Currently, there is only an advertising space at the top This refers to the search results when a user performs a search in the App Store. It's a typical case where, when typing the name of a well-known social network, another competing service may appear as an ad in the first position.
With the new policy, Apple will introduce “additional ads in search queries”This means that, in addition to the initial ad at the very top, more advertising positions will be enabled and will appear further down within the results list itselfIn other words, ads can be interspersed among the apps that appear organically.
Apple justifies the change by pointing out that search is the primary way for users to find new apps. According to data shared by the company, Around 65% of downloads occur immediately after a searchThis makes this space one of the most relevant for developers who want to gain visibility.
The firm emphasizes that this adjustment is not limited to a specific market, but affects the global ecosystem of the App StoreThus, European users, including those in Spain, will also see this increased presence of ads when they search for apps on their iPhones and iPads.
How the new ad placements will be displayed
An important detail is that Advertisers will not be able to manually choose the exact position where your ads will appear. Instead, the Apple Ads system will determine which slot each ad appears in based on the offer, keyword relevance, and auction outcome.
In practice, this means that the same campaign can generate ads that appear at the top of some searches and, at other times, be displayed further down in the results listThe specific position may vary even within a single campaign, depending on the competition for each search term and the ad's historical performance.
Apple also clarifies that the The ad format will be the same in all positionsDevelopers will be able to continue using both the app's default product page and custom product pages, with the option to incorporate deep links that lead to specific sections of the application.
In terms of day-to-day management, this means that marketing teams won't have to redesign specific creatives for each location. The key will be, above all, Optimize ad quality and keyword relevancesince these factors will directly influence the position of each ad within the results.
Auction model and bidding system in the App Store
The App Store's advertising system is based on a keyword auction modelAdvertisers bid on search terms related to their app (for example, "puzzle game", "personal finance" or the name of a competitor app) and, based on the bid amount and the relevance of the ad, the system decides which ad appears and where.
In this environment, elements such as the economic offer, the expected click-through rate, and historical performance These factors are crucial for an ad to appear in a more visible position. With the addition of new placements, the number of potentially visible ads increases, but competition for certain highly sought-after keywords can also intensify.
Apple insists that, with this expansion, It will not be necessary to change current campaigns to qualify for the new positionsSearch ad campaigns that are already set up will automatically become eligible for these additional slots when the system goes live in 2026.
For app marketing managers in Spain and the rest of Europe, this evolution of the auction means reviewing bidding strategies, analyzing metrics in detail, and refine the selection of search terms to avoid skyrocketing user acquisition costs.
Cost per touch and cost per installation: no changes to billing
Regarding billing, Apple maintains the models that are already standard on its platform: cost per touch (CPT) —similar to cost per click— and cost per installation (CPI)In other words, advertisers will continue to pay based on the interactions or actual installs their ads generate.
The company emphasizes that The new advertising spaces will not alter the payment system.Whether the ad appears at the top or further down in the listing, the same pricing rules will apply, adjusted to the pricing model chosen for each campaign.
This approach makes it easier for advertisers who already work with Apple Ads to expand your reach without completely redesigning your campaign structureBy continuing with the same payment models, the main change will be in the distribution of impressions and in the way clicks are distributed among the different available positions.
At the same time, the increase in advertising inventory is expected to cause some readjustment in bidding levels. While the existence of more gaps could alleviate the pressure on some terms, The most profitable keywords could see their cost increase. due to the entry of more competitors interested in appearing in those results.
Impact for developers and advertisers in Spain and Europe
The data shared by Apple helps to put the opportunity into perspective: More than 800 million users visit the App Store every weekAnd more than 85% of them download at least one app on each visit. In addition, there's a 60% conversion rate for ads placed at the top of search results.
In markets like Spain, where iPhone and iPad use is widespread, expanding advertising space can become an additional avenue for boost downloads of local and European applicationsfrom productivity tools to financial services or e-commerce platforms.
However, this move could also increase the feeling of advertising saturation in the store, something European users tend to monitor closely. Apple attempts to balance this reality by emphasizing that The ads will continue to be shown in a contextual and relevant way., based on the searches performed by each person.
For small or medium-sized developers, the change opens the door for their campaigns to have more opportunities to appear in the results listwithout simply competing for the top spot. This can be especially relevant for independent app studios in Spain seeking to gain traction against major international brands.
Strategies and recommendations for taking advantage of the new positions
With more ads circulating in search results, it will be crucial for marketing teams to define a clear strategy. One of the most useful practices will be Conduct A/B tests of creative content and messages, comparing different headlines, descriptions, and screenshots to identify which combination generates the most taps and installs.
Close monitoring will also be essential. conversion rates, cost per acquisition, and user behavior After installation, adjusting segmentation, filtering unprofitable terms, and introducing new niche keywords can help control costs and improve return on investment.
In a more competitive environment, experts recommend betting on long tail keywords —more specific and with less direct competition—, instead of focusing solely on highly contested generic terms. This tactic can be especially useful for apps specializing in specific sectors of the European market.
Finally, it's advisable to frequently review campaign structure, as the appearance of ads in variable positions will affect some keyword and creative combinations. They work best in less visible but more relevant locations for certain users.
Release schedule and technical compatibility
Apple has announced that these new ad placements in the App Store will be enabled from 2026From that date, existing search ad campaigns will automatically become eligible for these additional slots, without the need for advertisers to make manual changes to the settings.
On a technical level, the company indicates that the new positions will be compatible with iOS and iPadOS 26.2 and laterThis means that users will need to update their devices to see the new ad scheme within the app store.
For agencies and marketing departments managing campaigns on a European scale, it will be important to coordinate the rollout with the different adoption rates of new operating system versions in each country, since Ad visibility may vary depending on how quickly users refresh. your devices.
Apple refers advertisers and developers to its official advertising site to delve deeper into the technical documentation, configuration examples, and best practices adapted to these changes in the App Store.
With this expansion of ad placements in the App Store, the app marketing landscape becomes somewhat more complex, but it also offers more room for maneuverThose who know how to adjust their bids, take care of the relevance of their keywords and work on well-focused creatives will be able to take better advantage of the new spaces, while users in Spain and Europe will find an app search where the boundary between organic results and ads will be even more integrated into the store experience.
