Apple is increasing the number of ads shown in App Store search results, giving advertisers more chances to reach users right when they’re ready to download apps. Starting March 3, Apple Ads will begin serving additional ads per search query in the UK, with Japan next in line. The broader rollout is expected to cover all Apple Ads markets by the end of March. Why it matters. More ad inventory in App Store search means more opportunities to drive installs—but also heightened competition on the same high-intent keywords, which may drive up costs. Since advertisers still can’t select specific placements, performance may differ by position, making creative quality, keyword strategy, and conversion measurement even more critical. What’s new. Previously, Apple Ads search results showed only one sponsored listing at the top of the page. From March onward, multiple ads may appear for a single query, including the existing top placement plus new positions further down the results page. These additional placements will be available on devices running iOS and iPadOS 26.2 or later. Eligibility details. Advertisers don’t need to update their setups to tap into the new inventory. Any current search results campaign will automatically qualify to show in all available positions. However, advertisers still can’t target or bid on specific placements; Apple will determine where an ad appears within the search results. Ad formats and pricing remain unchanged. The ads will look the same in every position, using either the default product page or a custom product page. Optional deep links…