Trusted Reviews is supported by its audience. If you purchase through links on our site, we may earn a commission. Learn more.

Apple rejigs App Store to put ads at the top of your search

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.

Related: Google Pixel vs iPhone 7

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.

Head-to-Head: iPhone 7 or wait for iPhone 8?

Why trust our journalism?

Founded in 2003, Trusted Reviews exists to give our readers thorough, unbiased and independent advice on what to buy.

Today, we have millions of users a month from around the world, and assess more than 1,000 products a year.

author icon

Editorial independence

Editorial independence means being able to give an unbiased verdict about a product or company, with the avoidance of conflicts of interest. To ensure this is possible, every member of the editorial staff follows a clear code of conduct.

author icon

Professional conduct

We also expect our journalists to follow clear ethical standards in their work. Our staff members must strive for honesty and accuracy in everything they do. We follow the IPSO Editors’ code of practice to underpin these standards.