重磅！苹果：2026将扩容苹果商店搜索广告位！65%下载来自搜索！

DataEye游戏观察2025-12-29

近期苹果官方宣布，从2026年起将在App Store的搜索结果中引入更多广告展示位置，进一步扩大其广告生态版图。根据苹果广告官网的更新，这一变化将随着iOS和iPadOS 26.2及更新系统的推送在2026年年初逐步上线。过去App Store搜索结果页仅在最顶部展示一个广告位，而新的策略是在搜索结果的更多位置插入广告，这些位置将出现在页面更靠下的区域。一、搜索结果带来更多广告机会苹果强调，“...

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Apple: Apple Store search advertising space will be expanded in 2026! 65% of downloads are from Search!","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"MACW.SI":0.6,"AAPL":1.96},"content_text":"近期苹果官方宣布，从2026年起将在App Store的搜索结果中引入更多广告展示位置，进一步扩大其广告生态版图。根据苹果广告官网的更新，这一变化将随着iOS和iPadOS 26.2及更新系统的推送在2026年年初逐步上线。过去App Store搜索结果页仅在最顶部展示一个广告位，而新的策略是在搜索结果的更多位置插入广告，这些位置将出现在页面更靠下的区域。一、搜索结果带来更多广告机会苹果强调，“搜索仍是用户发现和下载应用的主要途径”，近65%的下载行为发生在搜索后。为了给开发者和广告主提供更多通过搜索驱动下载的机会，苹果广告将推出更多广告位，无须广告主做额外设置，即可自动获得新增曝光机会。广告格式、计费体系与投放逻辑将保持现状：使用默认或自定义产品页（含可选深度链接）展示广告；计费方式延续按“每次点击”或“每次安装”付费模式；广告的实际展示位置由苹果根据出价和与用户搜索的相关性自动决定，广告主无法为单个位置单独出价或选择。苹果指出，若广告与用户搜索关键字不够相关，即使出价高也不会被展示，进一步强调“相关性优先于纯出价”的原则。二、如何影响开发者与用户对于开发者和广告主来说，这一调整将有机会带来：更高曝光机会：原本限于顶部的单一广告位转向多点展示，可触达更多搜索浏览行为。现有投放体系不变：广告主无需调整现有活动即可自动参与新的展示机会。与用户需求更紧密匹配：苹果强调广告展示将优先匹配与搜索意图相关的应用。对于竞争激烈的热门关键词，新增广告位将缓解单一位置供不应求的问题，并可能帮助中小开发者在付费推广中获得更多触达机会。但同时，尽管官方强调“保持用户体验”，海外社区讨论中也有用户表达担忧，例如认为App Store搜索本已不够精准，将来可能“广告过多影响体验”。一些评论甚至担忧这将损害苹果长期建立的产品与服务的“高级感”。此外，广告位增加意味着对竞争更激烈行业（如社交、游戏、工具类）而言，可能会推高获取成本与竞价压力，尤其对预算有限的中小团队是潜在考验。三、苹果广告的布局战略苹果近年来逐渐加强其服务与广告业务布局，这次扩展App Store搜索广告，是其广告体系进一步深化的一环。此前苹果已在App Store的Today页、其他发现频道等区域引入广告，并进行了品牌重塑，将原先的苹果搜索广告（Apple Search Ads）扩展为更全面的苹果广告（Apple Ads）。这也符合苹果对服务收入增长的持续追求——在硬件增长趋于成熟的情况下，其广告与服务业务成为未来收益的重要增长引擎。从2026年起，App Store广告不再是“顶端一席位”的专享，而是覆盖更多搜索节点的广告生态网络。对开发者和广告主来说，这既是新的曝光机会，也是更精细化运营能力的考验。面对更大的广告库存，谁能更有效抓住用户搜索意图，将成为竞争的关键。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"productRelease","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.36.2","shortVersion":"4.36.2","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2595978290","isCrawlerRequest":true}