Apple is officially dropping the “Search” from Search Ads to better represent its expanding ad placements across the App Store.
The rebrand reflects Apple’s growing ad footprint beyond App Store search results — a signal that the iPhone maker is eyeing a more aggressive play in the broader digital ad market.
What’s changed:
- The original Search Ads product, launched in 2016, showed promoted apps at the top of App Store search results.
- Ads now appear in the Today tab and in app listings under “You Might Also Like.”
- The rebrand aligns with Apple’s naming convention (think Apple Music, Apple TV+) and sets the stage for future ad expansion.
Between the lines. Apple says the change is about clarity. But it also hints at deeper ambitions, like inserting ads into other Apple services.
- Apple Maps has been floated as a possible next frontier, raising concerns about how far the company will go in monetizing its ecosystem.
- The move echoes broader industry trends, with rivals like Netflix introducing ad-supported tiers to capture new revenue.
Why we care. Apple Ads now offers more touchpoints to reach users beyond search, including premium real estate like the Today tab and app product pages. This expanded inventory increases visibility and targeting opportunities within Apple’s high-intent ecosystem. Plus, the rebrand signals Apple’s long-term commitment to growing its ads business, which could mean more placements, tools, and data-driven options in the near future.
What they’re saying. In an email (with the subject line “Apple Search Ads is now Apple Ads.”), Apple said:
- “When Apple Search Ads launched in 2016, we offered a single ad placement at the top of search results. Today, advertisers can run ads in multiple placements across the App Store, so we’ve decided to change our name.”
The big picture. Apple has long positioned itself as a privacy-first alternative to platforms like Meta and Google. But as hardware sales flatten, services – including ads – are becoming a critical growth area.
- Apple’s ad business, while still small compared to competitors, is growing fast.
- In 2023, it reportedly tested AI-driven tools to optimize campaigns and made key hires in TV ad sales.
What to watch: Apple’s next move – whether it expands ads into services like Maps, News, or even Podcasts could reshape how users interact with the ecosystem – and how advertisers reach them.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
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