December 19, 2025, 6:42 AM EST. Apple plans to introduce more ads in the App Store search results, adding ads not only at the top but further down the results. The change, slated for next year, will let advertisers continue using existing campaigns since the spots will appear in the current positions or deeper in results. Apple estimates that about 65% of app downloads occur after a search, arguing ads will provide more opportunities. Critics say increased ads could make searching for apps more frustrating and disrupt the user experience. There are also reports that ads may come to Maps next year, signaling a broader push into monetization across Apple's apps.