In the future, users will see more advertising in Apple's software store. Apparently, it will also be more visually integrated – the overview suffers.

Until now, pretty much everyone can see what is and isn't advertising appearing in the App Store on the iPhone: Apple uses a light blue background to distinguish paid search results from organic (or editorially selected) ones. This may no longer be the case in the future; report beta testers of iOS 26.3. Parts of the user base are now being shown ads that are hardly distinguishable from “real” search results. The ads then have a white background (see image above) just like all other apps on the search results page. The only indication that it is advertising is a small "ad" in the form of a small blue icon, as was previously known.

It is still unclear whether this new design for App Store advertising will actually reach all users or if it will remain a test. Apple currently appears to be conducting an A/B test for the aforementioned beta testers of iOS 26.3. The new operating system is expected in February, and Apple has not yet commented on the new advertising format in response to an inquiry from the blog 9to5Mac.

However, it is clear that Apple will place more advertising in the App Store overall. This was already announced in December. The plan: Paid ads for apps will no longer just be shown at the top but also when scrolling. The new ad placements are already supported on devices with the current versions of iOS 26.2 and iPadOS 26.2. Apple stated the goal as providing “more opportunities for advertisers to generate downloads from search results.”