Apple officially drops the name Search Ads and rebrands its advertising platform

This move highlights the company’s ambition to claim a more prominent position in the digital advertising market and expand ad opportunities beyond App Store search results.

What has changed?

Initially, when Apple launched Search Ads in 2016, ads appeared exclusively at the top of App Store search results. Today, ads also appear in the Today tab and in the You Might Also Like section on app pages.

The rebranding aligns the ad service’s name with Apple’s overall branding style — think Apple Music or Apple TV+ — and paves the way for future advertising growth.

Why does it matter?

Apple explains that the name Apple Ads better reflects the actual capabilities of the platform. But it also signals broader ambitions: the company is reportedly considering expanding ads to other services, including Apple Maps — raising concerns about how far Apple is willing to go in monetizing its ecosystem.

Apple’s move is in line with global trends — for example, Netflix has also introduced advertising into its service through ad-supported subscription tiers.

What opportunities does Apple Ads offer?

Advertisers now gain more user touchpoints, including premium placements in the Today tab and product pages. This expands reach, increases ad visibility, and creates new targeting possibilities within a high-intent environment.

The rebranding also reinforces Apple’s long-term strategy to grow its advertising business. That could mean new tools, ad formats, and more flexible data-driven options coming soon.

What’s next?

Apple has long positioned itself as a privacy-first alternative to tech giants like Meta and Google. However, with hardware sales slowing down, services — including advertising — are becoming a key area of growth.

Although Apple’s ad business is still small compared to its competitors, it’s growing quickly. In 2023, the company tested AI-powered campaign optimization tools and made strategic hires in the TV ad space.

Why should marketers care?

For marketers, the Apple Ads rebrand means much more than a name change. It’s a clear signal that Apple is serious about expanding its ad business and opening up more ad inventory across its platforms — offering new ways to reach premium audiences.

Here’s why it matters:

• Expanded reach: Ads now show not just in search, but also on the App Store’s homepage and in recommendations. This boosts brand visibility among users already showing strong intent to download or purchase.
• More precise targeting: Apple’s ecosystem allows the use of behavioral data without compromising privacy, enabling more relevant ads to the right audiences.
• A new channel to test: Apple’s growing ad network offers another valuable channel for marketing strategies — especially for promoting mobile apps, games, or subscriptions.
• A growing competitor: Marketers should prepare for Apple to become a full-fledged player in the digital advertising market, with its own tools, formats, and analytics.

What to watch for:
Will Apple expand ads to services like Maps, News, or Podcasts? If so, it could significantly reshape user experiences in the Apple ecosystem — and redefine how brands connect with their audiences.

This article available in Ukrainian.