2026 Apple introducing more ads to increase opportunity in search results

Original Article ↗ Hacker News Discussion ↗

Reaction to more App Store search ads

  • Many see this as straightforward “enshittification”: degrading UX for short‑term revenue despite already huge profits and cash reserves.
  • Several note this isn’t new: the top App Store search slot has long been a paid ad; the change is increasing the number and positions of ads.
  • Some argue ads “in a store” are less offensive than in the OS itself; others say even store ads are unacceptable on a highly controlled, 30%-fee platform.

Impact on user experience and brand

  • Strong sentiment that Apple’s historic differentiator was a relatively ad‑free, premium feel; more ads erode that and align iOS with Google/Microsoft.
  • Users describe App Store search as already poor: irrelevant ads, scammy or misleading clones, and ad results visually dominating the real result (e.g., for well‑known apps).
  • People highlight Apple’s own “ads” across Settings and system UIs (iCloud storage, TV+, Music, Fitness+, trials) as part of the same trend.

Developer and market dynamics

  • Developers complain they pay to be on the store, give up 15–30% of revenue, and now must also buy ads to appear above competitors—even when users search their exact app name.
  • This is described as a racket/extortion: pay to reach your own users in the only official distribution channel.
  • Some suggest the move is partially to offset revenue pressure from EU/Japan opening to alternative app stores, though others note search ads predate that.

Comparisons to other platforms

  • Multiple commenters say Google Play is at least as bad or worse: top results that are irrelevant or scammy, clones with similar names/icons, and overall “SEO hell.”
  • Others note Android’s relative advantage: real browser engines with strong ad blockers, sideloading, F-Droid, GrapheneOS, alternative launchers—options iOS largely forbids.

Broader critique of Apple’s trajectory

  • Recurrent theme: Apple shifting from execution‑focused “it just works” to stock‑price‑driven exploitation and lock‑in.
  • Some tie this to loss of Steve Jobs’ UX‑obsessed leadership and to a lack of visible innovation in areas like AI, with Apple instead “squeezing the orange” of its installed base.
  • A minority defend Apple as behaving like any public company and predict most customers will tolerate ads as long as the hardware and fashion/status appeal remain.

User responses and exits

  • A noticeable subset report moving or planning to move to Android, GrapheneOS, Linux phones, or alternative app stores where permitted.
  • Others resign themselves to blocking what they can at the network/browser level and minimizing interaction with the App Store.