New Delhi: Apple is reported to be testing a new design for sponsored results in App Store search on iPhone, which makes ads look more like regular search results. According to some reports, some users running the beta version of iOS 26.3 are seeing that the blue background commonly used to highlight search ads has been removed. With the blue background gone, the only visible difference between sponsored results and organic results is an Ad label next to the application icon.
The reports also suggested that this change appears to be in a testing phase and is not visible to all users yet. Apple has not confirmed whether this design will roll out more widely. The report also noted that the latest search result design may be connected to Apple’s plan to increase the number of ads shown in App Store search. Last month, Apple announced that it would add more sponsored placements in App Store search results starting in 2026. There is only one ad slot at the top of search results. Under the latest system, ads will also appear further down in the list.
Ads will not be limited to the top position; new ad slots will appear lower in search results. Advertisers will not be able to choose specific positions. With the multiple ads appearing in the same search results page, removing the blue background would make all ads blend into the list in a more uniform way. This may help improve ad click-through rates and Apple’s ad revenue, but it could come at the cost of clarity for the users. The latest design is only appearing for some users on iOS 26.3 beta versions as part of testing. Apple has not stated whether the change will become the default layout for everyone.
