Apple updated the App Store’s Search tab, removing the Discover section and placing suggested apps, including ads, more prominently below the search bar.
Why it matters. Advertisers will now have their apps showing at the top of the Search tab potentially increasing their ad exposure as well as leading to higher click-through rates for app install ads.
Details:
- Discover section removed from top of Search tab
- Suggested apps (including an ad) now prominently placed below search bar
- Expandable suggestions feature added
- Direct category browsing available from Search tab
- Top charts moved to Browse section
First seen. We were alerted to this update from Talha Mumtaz’s LinkedIn:
Between the lines. The repositioning of suggested apps and ads to prime “above the fold” real estate could boost visibility and potentially increase click-through rates.
What to watch. How this layout change affects app discovery patterns and ad performance metrics for developers and advertisers.
Bottom line. While streamlining the search experience, Apple’s update also creates more prominent placement for paid app promotions, potentially altering the app discovery landscape.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.