苹果扩充App Store广告位：2026年起增加搜索结果页面广告位

三言财经12-19

日前，苹果公司宣布将于2026年起在App Store搜索结果页面增设更多广告位，以提升广告主投放效率。新增广告位将位于搜索结果列表中下部，并以“蓝色广告标签”明确标识，这将打破当前仅顶部展示1条广告的限制。苹果此举旨在进一步提升App Store的吸金能力。苹果服务营收由订阅服务、广告收入与手续费收入组成，已成为苹果整体营收的第二大来源，并在近年来扮演了财报增速器的角色。2025财年第四财季财报...

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Store搜索结果页面增设更多广告位，以提升广告主投放效率。新增广告位将位于搜索结果列表中下部，并以“蓝色广告标签”明确标识，这将打破当前仅顶部展示1条广告的限制。苹果此举旨在进一步提升App Store的吸金能力。苹果服务营收由订阅服务、广告收入与手续费收入组成，已成为苹果整体营收的第二大来源，并在近年来扮演了财报增速器的角色。2025财年第四财季财报显示，苹果服务营收达287.50亿美元，同比增长15.13%，占收入比重为28%，创下历史新高，且服务营收毛利率极高，达75%。然而，这一变化也引发了对用户体验和中小开发者利益的担忧。一方面，用户在App Store中搜索、下载应用时，可能会看到更多通过竞价获得靠前位置的应用，误下载的可能性或增加。另一方面，对于中小开发者而言，广告位的增加可能会加剧竞争压力，使其应用更难脱颖而出，因为他们在资金投入上远不及大型企业。苹果此次拟提升App Store广告营收，一方面是未雨绸缪，应对全球多起反垄断调查带来的潜在冲击；另一方面也被认为是资本贪婪的体现，尽管当前iPhone 17系列全球热销，苹果预计2025年第四季度营收将同比增长10%至12%，iPhone销售额实现两位数增长。苹果需在提升App 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