Apple is testing a new design for ads in the App Store search on iPhones. Some users using the iOS 26.3 beta have noticed that sponsored apps now look very similar to normal search results.
Earlier, App Store ads were easy to spot because they had a blue background. In the new design, this blue background has been removed. Because of this, ads blend in with regular app listings. The only clear sign that an app is an advertisement is a small “Ad” label next to the app icon.
This change has been seen only by some beta users, which means Apple is still testing it. The new design is not available to everyone yet. Apple has also not officially said whether this new look will be released to all users in the future.
Reports suggest that this design update may be part of Apple’s plan to show more ads in App Store searches. By making ads look more like regular results, users may be more likely to click on them.
However, this change could also make it harder for users to tell which apps are paid promotions and which are organic search results. Some users may not notice the small “Ad” label at first glance.
For now, the update is still in the testing stage. Apple is known to experiment with new designs before making a final decision. It remains to be seen whether this new ad style will become a permanent part of the App Store in future iOS updates.
If rolled out widely, this change could affect how users discover new apps and how developers promote their apps on Apple’s platform.
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