Apple is rolling out App Store changes that will serve iPhone and iPad owners with advertisements when they search for common categories.
The change, revealed earlier this year, will see search listings for categories like taxi, to-do list and calendar infiltrated with promoted results.
So, for example, instead of seeing Todoist at the top of the listings, you may see a lesser known rival with a huge start-up advertising budget or an established name that wants to appear first.
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Also, as VentureBeat points out, a search for Pokémon brings up a rip-off called Catch ‘em all, which could confuse some App Store users.
However, rather than being the obvious user-harming cash grab it appears to be on the surface, Phil Schiller says this is a chance for developers to stand out in a crowded market.
The ads are clearly labelled as such and are identified by a pale blue background so there shouldn’t be too much confusion.
The ads have been featured within beta versions for a while now, but are coming to iOS 10 users this week.
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