Apple is currently testing a new design for the App Store search ads on iPhone, which has raised concerns among users regarding the visibility of sponsored content. As part of an A/B testing phase, some users running iOS 26.3 have observed that the blue background typically surrounding sponsored results has been removed. This change effectively blurs the distinction between paid advertisements and organic search results, as the only indicator of an ad is now a small ‘Ad’ label next to the app icon.
This redesign may be linked to Apple’s previous announcement in December, where the company revealed plans to allow multiple sponsored results for a single search query. The absence of the blue background means that ads will be integrated more seamlessly into search results, making it increasingly challenging for users to differentiate between promotional content and genuine search results.
The impact of this new design could be significant for Apple’s advertising business. By making ads less conspicuous, the company is likely aiming to increase click-through rates, which can enhance revenue from its advertising segment. Currently, Apple has not provided additional details regarding the potential for a wider rollout of this design change.
Critics have expressed concern that this subtle integration may lead to user confusion, as advertisements could be mistaken for organic results. With advertising revenue becoming an increasingly important factor in Apple’s financial performance, the company appears to be exploring strategies to maximize the effectiveness of its ad placements.
As this testing phase continues, many users and industry observers will be watching closely for further developments from Apple. The outcome of this initiative could set a precedent for how digital advertising is presented across various platforms, potentially changing the landscape of app discovery and advertising on mobile devices.
