Apple testing new App Store design that blurs the line between ads and results
Recorded: Jan. 20, 2026, 10:03 a.m.
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App Store Apple testing new App Store design that blurs the line between ads and search results 18 Comments Apple is testing a new design for App Store search ads on iPhone. Some users on iOS 26.3 are noticing that the blue background around sponsored results is no longer shown, blurring the line between what paid ad results look like and the real search results that follow. We have asked Apple for clarity on the change, and whether this will roll out more widely in the future. Of course, this also has the effect of making it harder for users to quickly distinguish at a glance what is an ad and what isn’t, potentially misleading some users into not realising that the first result is a paid ad placement. While not great for user experience, it probably helps increase click-through rates which ultimately boosts Apple’s revenue in its ads business. FTC: We use income earning auto affiliate links. More.You’re reading 9to5Mac — experts who break news about Apple and its surrounding ecosystem, day after day. Be sure to check out our homepage for all the latest news, and follow 9to5Mac on Twitter, Facebook, and LinkedIn to stay in the loop. Don’t know where to start? Check out our exclusive stories, reviews, how-tos, and subscribe to our YouTube channel Featured from 9to5Mac
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Apple testing new App Store design that blurs the line between ads and search results
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Benjamin Mayo bzamayo Benjamin develops iOS apps professionally and covers Apple news and rumors for 9to5Mac. Listen to Benjamin, every week, on the Happy Hour podcast. Check out his personal blog. Message Benjamin over email or Twitter. Benjamin Mayo's favorite gear
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Apple is experimenting with a redesigned approach to App Store search results, introducing a layout that diminishes the visual distinction between sponsored advertisements and organic search outcomes. This change, observed by some users on iOS 26.3, involves the removal of the traditional blue background that previously framed paid advertisements, thereby blending them more seamlessly with non-sponsored listings. The primary differentiator between ad-supported and organic results now relies solely on a small “Ad” label positioned near the app icon. Benjamin Mayo, the author of the report, notes that this modification appears to be part of an ongoing A/B testing phase, suggesting Apple is evaluating user reactions before making any broader decisions. The shift aligns with Apple’s earlier announcement in December 2025 regarding the expansion of sponsored results within search queries. By eliminating the blue background, Apple aims to integrate advertisements more naturally into the search results list, which could increase the visibility and prominence of paid placements. However, this design choice raises concerns about user experience, as the reduced visual cues may make it more challenging for users to discern which results are advertisements. This ambiguity could lead some individuals to inadvertently engage with ads without fully recognizing their commercial nature, potentially undermining trust in the platform’s transparency. The article highlights that this adjustment may be strategically motivated by Apple’s interest in optimizing its advertising revenue. By making sponsored results less distinct, the company could encourage higher click-through rates, as users might be more inclined to interact with ads that appear indistinguishable from organic content. This approach reflects a broader trend among tech companies to prioritize monetization opportunities while navigating the delicate balance between user convenience and ethical advertising practices. However, the potential trade-off is a possible erosion of user autonomy, as individuals may feel their choices are influenced by subtle design manipulations rather than clear, informed decisions. The testing phase underscores the iterative nature of Apple’s product development process, where experimental changes are often introduced to gauge their impact before full implementation. While the company has not yet confirmed whether this redesign will be rolled out universally, the current iteration suggests a deliberate effort to refine how advertisements are presented within the App Store. This development is particularly significant given the App Store’s role as a critical revenue stream for Apple, which has increasingly emphasized its advertising capabilities as part of its broader ecosystem strategy. The article also touches on the implications for developers and users alike. For developers, the altered design could affect visibility and user engagement, as ads may compete more directly with organic results. For users, the shift raises questions about how effectively they can navigate search results without being misled by commercial content. Mayo’s report does not delve into specific feedback from users or developers, but it implies that the redesign could spark debates about the ethical boundaries of digital advertising and the responsibilities of platform providers in ensuring transparency. Apple’s decision to blur the line between ads and search results reflects a broader industry trend toward integrating commercial content into user experiences. However, this approach is not without risks, as it may alienate users who value clarity and control over their interactions with digital platforms. The company’s challenge lies in maintaining its reputation for user-centric design while pursuing financial gains through advertising. This tension is particularly acute in the App Store, where users rely on search results to discover applications that align with their needs. The article also contextualizes the change within Apple’s broader strategic priorities. As the company continues to expand its services and advertising initiatives, the App Store has become a focal point for innovation in monetization strategies. By experimenting with ad placement and design, Apple is likely seeking to maximize the value of its platform while adapting to evolving user expectations. However, the effectiveness of this strategy will depend on how well Apple can balance these competing interests without compromising user trust. While the current iteration of the redesign is limited to a subset of users, its potential widespread adoption raises important questions about the future of digital advertising. If Apple proceeds with this approach, it may set a precedent for other platforms to adopt similar tactics, further complicating the landscape of online content discovery. This development underscores the need for ongoing dialogue about the ethical implications of design choices that prioritize commercial interests over user clarity. In conclusion, Apple’s testing of a new App Store design that reduces the visual separation between advertisements and search results represents a calculated move to enhance ad visibility and revenue generation. While the change may offer short-term benefits for Apple’s advertising business, it also introduces challenges related to user experience and transparency. The outcome of this experiment will likely influence the company’s future approach to advertising within its ecosystem and shape broader industry practices regarding the presentation of commercial content. As the testing phase continues, stakeholders—including users, developers, and regulators—will be watching closely to assess the long-term impact of this design shift. |