The 4-1-1 on the switch and what to expect in Search Ads Maven
In a significant shift for iOS app marketers, Apple has officially rebranded its advertising platform: As of April 14, 2025, Apple Search Ads is now simply Apple Ads. This change reflects the platform’s evolution from a single-placement search advertising tool to a multifaceted marketing ecosystem. Let’s unpack what this means for your app marketing strategy.
Evolution of Apple’s App Store Advertising
When Apple entered the app advertising arena in 2016, the platform offered just one ad placement option: promoted listings at the top of App Store search results. This initial foray into app discovery advertising was straightforward yet ingenious, enabling developers to capture high-intent users actively searching for specific types of apps or functionality.
Over the years, Apple has expanded its advertising footprint across the App Store. In May 2021, Apple introduced Search tab ads, enabling developers to reach users at the beginning of their App Store journey via an ad placement right on the Search tab. A larger expansion was announced in July 2022: Today tab and product pages placements inviting developers to showcase their apps on the App Store homepage and within the You Might Also Like section of other apps’ product pages.
“Apple Search Ads provides opportunities for developers of all sizes to grow their business. Like our other advertising offerings, these new ad placements are built upon the same foundation—they will only contain content from apps’ approved App Store product pages, and will adhere to the same rigorous privacy standards.”
This gradual expansion transformed what was once a single-placement search advertising platform into a comprehensive app market spanning the entire App Store discovery journey—from browse to search to install. The new rebranding to Apple Ads reflects this broader scope and signals Apple’s enhanced identity within digital advertising.
Why the Rebrand Matters
In their announcement email, Apple provided a straightforward explanation:
“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.”
Behind this simple rationale lies a strategic repositioning. The term Search has become increasingly limiting with Apple’s ad offerings expanding beyond traditional search placements. Today’s Apple Ads encompasses four distinct placement types targeting users at different stages of the app discovery journey:
1. Search results
The OG placement—targets users actively searching for specific terms
2. Search tab
Appears at the top of the Suggested section, capturing attention before users begin searching
3. Today tab
Enjoys a premium placement on the App Store’s front page, offering maximum visibility
4. Product pages
Potentially attracts visitors to other apps’ product pages, reaching users already engaged with similar content
For a deeper dive into the four placement types, please explore our comprehensive Apple Ads placements guide.
Broader Implications
The rebranding arrives during a transformative period in digital advertising. According to Digiday, Apple’s US ad business generated approximately $6.47 billion in 2024, representing 2.1% of total digital ad spending—with projections suggesting growth to $7.42 billion in 2025.
While still modest compared to advertising giants such as Google and Meta, Apple’s advertising business has shown impressive momentum. Since its launch, the platform has expanded to over 90 countries and regions worldwide, establishing global reach that continues to expand.
The change also aligns with Apple’s broader product naming conventions and potentially points to future developments. Industry analysts speculate that Apple may be considering ad placements beyond the App Store, for example extending to services such as Apple Maps—representing a significant uptick in advertising ambition.
Integration With Attribution Frameworks
The rebrand coincides with important technical developments. Just days before revealing the name change, Apple announced that its advertising platform would register with SKAdNetwork, enabling advertisers to evaluate Apple Ads campaigns alongside other networks within a unified, privacy-forward attribution framework.
This integration addresses a long-standing challenge for app marketers—the need for consolidated measurement across advertising platforms. By having Apple Ads in the same attribution environment as other networks, marketers can gain more comprehensive insights into campaign performance and make more informed optimization decisions.
What This Means for Search Ads Maven Users
If you were already using Search Ads Maven to manage and optimize Apple Search Ads campaigns, here’s what you need to know about the transition to Apple Ads:
Dashboard References
You’ll notice updated terminology in the Search Ads Maven interface, with Apple Ads replacing Apple Search Ads during initial account creation and within the integrations tab.
Campaign Management
Rest assured that all your existing campaign structures, keywords, and bid optimizations remain fully intact. The rebrand doesn’t require any reconfiguration of your campaigns or strategies.
Automation Rules
Your carefully crafted automation rules continue working without interruption—no adjustments needed owing to the name change.
API Connections
If you leverage Search Ads Maven’s API integrations, these connections will seamlessly transition to work with the rebranded Apple Ads API.
The Future of Apple Advertising
Industry observers note, “Apple dropping Search from the name isn’t just a rebrand—it’s kind of a roadmap” that potentially signals more ambitious plans in the advertising arena. As Apple’s services revenue continues to grow in strategic importance, expanding advertising offerings represents a natural evolution. The company’s unique position—controlling both hardware and software platforms while maintaining a strong privacy-first stance—creates distinctive advantages in the increasingly privacy-conscious digital advertising landscape.
For app marketers, Apple’s rebranding and ongoing investment in the platform present exciting opportunities to reach highly engaged iOS users in a premium, brand-safe environment. The combination of high user intent, advantageous positioning, and advanced targeting capabilities continue to make Apple Ads an essential channel for app marketing success.
Want to maximize your results on the newly rebranded Apple Ads? Contact our team for a personalized consultation.
We’ll continue to monitor developments in the world of Apple Ads and share insights to help you optimize your app marketing strategy.