Apple has renamed its ‘Apple Search Ads’ to ‘Apple Ads.’ The goal of the rebrand is to show the broader scope of Apple’s advertising offerings. This move reflects a shift in how and where it places ads. 

Apple Search Ads, launched in 2016, was designed to let developers promote their apps at the top of App Store search results. However, the company is no longer placing ads in search results alone. It has expanded to other ad inventories beyond search. 

Apple aims to position itself as a platform with multiple ad formats and surfaces across its ecosystem. In a statement on its website, Apple said, “Our ad offerings have grown beyond search. So we’ve decided to change our name.” 

According to an email cited by 9to5Mac, Apple explained the decision more directly: “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.”

Ads are now showing up in new places in the App Store

Apple Ads now includes multiple placement types. Ad slot placements now include the ‘Today’ tab and the ‘You Might Also Like’ sections on app product pages. 

The company started adding new placements in 2022, including the App Store’s Today tab, which users see first when opening the app. Ads also show up in the ‘You Might Also Like’ section underneath specific app listings. That means brands aren’t just limited to catching people when they search for a specific app.

Apple also runs ads on Apple News, which it began selling to advertisers directly in November 2024. Apple News ads display sponsored stories, mid-article ads, and subscriptions. So, keeping “Search” in the name no longer reflects its current ad offering, especially as Apple continues to grow its ad business across different surfaces.

Apple Ads also fits the naming structure of other Apple services like Apple Music and Apple TV+. It suggests a unified advertising brand that might span multiple platforms.

Apple Ads could move beyond the App Store

The broader name supports potential ad products in apps like Apple Maps. Reports suggest that Apple is considering bringing ads to Apple Maps. If Apple follows through with ads in Maps, it would be competing with Google in location-based advertising. 

The company is already using AI to improve ad placements. Last year, Apple started experimenting with AI to decide where and when to place ads across the App Store. The idea is to use machine learning to predict what placements will perform best for specific users based on their behavior, app usage, and interactions.

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