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More ads are coming to App Store search results starting in March, Apple shared on an advertising help page. The company first said that it would increase the number of App Store ads last month, and this new rollout of search ads will begin on Tuesday, March 3, according to a developer email viewed by MacRumors.
"Search is the way most people find and download apps on the App Store, with nearly 65 percent of downloads happening directly after a search," Apple says. "To help give advertisers more opportunities to drive downloads from search results, Apple Ads will introduce additional ads across search queries." Up until this point, ads for related apps have appeared at the top of search results, but now they'll also appear "further down in search results," according to Apple.
App Store activity makes up a significant portion of what Apple calls its "services" business. The company makes money on every App Store transaction, whether it's an app download or an in-app purchase, and increasingly, by selling ad space to companies looking to reach users. App Store ads are hardly new, but the number of ads has steadily increased over the years. Apple added ads to the
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 In an email to developers this week, Apple indicated that it will begin showing additional ads in App Store search results starting Tuesday, March 3.
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Following the shutdown of an alternative app store, Apple has accused the European Commission (EC) of using "political delay tactics" as an excuse to probe and fine the company, Bloomberg reported. Apple issued the statement preemptively as commission is reportedly preparing to blame Apple for the shutdown of third-party app store Setapp due to what the developer called "still-evolving and complex business terms."
As part of an EU ruling, Apple was forced to allow third-party marketplaces for apps once the Digital Markets Act (DMA) took effect in 2024. Apple agreed to allow such stores, but implemented fees of €0.50 per installation if the number of downloads exceeded one million, among other rules.
In April 2025, the EC found Apple to be in "non-compliance" with the DMA over rules on "steering" users to alternative payments and levied a $500 million fine. In June last year, Apple said it would change its pricing for third-party App Stores to a five percent revenue share called the Core Technology Commission (CTC).
However, Apple said that the EC has so far refused to allow those changes. In the meantime, a developer called MacPaw shut down its fledgling Setapp store, sayi
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