Apple will significantly expand ads in App Store search results from March, Engadget reported on Thursday. Apple has been stepping up App Store advertising since last year.
On a page supporting its advertising, Apple said 65 percent of App Store downloads are made through search. It said adding search ads will provide advertisers with more opportunities to drive downloads. Previously, related app ads were shown only at the top of search results, but ads are expected to also appear at the bottom.
Apple's ad expansion is part of a strategy to maximise revenue in its "services" business, including the App Store. Apple generates revenue not only from app downloads and in-app purchases but also from ad sales. In 2022, it introduced ads in the App Store's "Today" tab and it plans to add ads to Apple Maps as well.
But criticism of the ad expansion policy is also strong. Popular app developer Marco Arment (마르코 아멘트) criticised Apple's ad policy, saying, "It's time to stop." On social media platform X, formerly known as Twitter, "App Store ads" emerged as a trend, Engadget reported.
Chi-gyu Hwang
delight@d-today.co.kr