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Posted by ksec 1/19/2026

Apple testing new App Store design that blurs the line between ads and results(9to5mac.com)
618 points | 510 commentspage 2
greatgib 1/20/2026|
It's crazy to think that even if you buy the phone with the highest price premium your are still forced to navigate between ads for basic feature and have a shitty experience.

Despite Apple not needing more money has they have already can reserves more then they can know how to use it

jesterson 1/20/2026|
Two things - browsing appstore is not a "basic feature". It's an entertainment and folks gotta pay for it. I have never browsed Appstore in my life - all i got were either direct links or search by title.

On the "highest price premium" - they can charge it simply because there is no alternative. I have tried android several times and it was was a huge eye opener how shitty and unworkable it is, even in 2025. Boy, they can't even get notifications working properly. So yea, apple charge because they can, can't they?

greatgib 1/20/2026||
What you say doesn't make any sense.

The ad appears in search result. So "search by title". Not like having fun "wandering randomly" in the app store...

Probably not the best place to troll iphone vs android, but you are probably mind fucked by apple coolaid because so far there are both good and bad sides of both android and iOS. But iOS has a lot of things really fucked and missing or broken features compared to Android.

Just recently you had this nice "liquid glass" making apps unreadable/unusable with semi transparent buttons on top of random UI elements...

Still they clearly can charge whatever they want, that is not the question, the point is that nowadays you can buy the product with the highest margin and still not expect an experience without ad and fucked up interface dark patterns.

In the same way, whatever price you pay for a tv set, it is becoming harder and harder to get one from a major brand that we not screw you with hidden telemetry or forced ads or unwanted features...

willtemperley 1/20/2026||
It still says AD in big blue letters on the new version. Not really a big deal from my point of view.

Still there does seem to be a pattern of ignoring their hardcore fanbase: using Gemini, making ads less obvious, making free apps part of paid bundles. I suspect Apple are getting a lot of pressure from shareholders, given their recent growth has been far lower than e.g. Google.

This is not a trend I like and I'm definitely looking for a Linux boat to jump on, to future proof app distribution, but there just doesn't seem to be an obvious candidate right now.

crote 1/20/2026||
> It still says AD in big blue letters on the new version. Not really a big deal from my point of view.

Sure, but it'll be small next letters after this. Then small grey letters. Then small grey letters on the details page. Then small grey letters in an accordion on the details page. Then ...

j_maffe 1/20/2026||
That 'Ad' text is literally the smallest text in the entire app listing UI
willtemperley 1/20/2026||
It's not. Just glimpsing the top of the article will reveal this is a patently false statement.

Something I don't get about Apple haters is they just spout absolute bllx for no apparent reason. I don't feel the need to defend Apple, I just want a reasoned discussion. I just don't get this attitude.

latexr 1/20/2026||
I share your frustration. I’m an Apple user and absolutely dislike everything about their direction regarding software. I have nothing but criticism for Tim Cook. Yet I see myself having to correct batshit lies people make about Apple to have a proper discussion. There’s no need to make shit up (and doing so gives Apple the opportunity to outright dismiss those as haters), Apple makes a lot of crappy decisions we can criticise in good faith.
ChrisMarshallNY 1/19/2026||
I find that's the case already. They also force you to go through their ad-splattered gauntlet, every time you reopen the app.

It's pretty much worthless, to me. I always use direct app links, from the developers' sites.

I shudder to think of it getting worse.

SkyPuncher 1/19/2026|
Every now and then, normally while I’m bored before departing on a plane, I’ll scroll the App Store. It’s all ads at this point. Lists and lists of “top [x]” most of which are clearly just paid lists.

I never visit the App Store outside of that. If I need an app, I search for it and go directly to its listing page (yes, technically the App Store) or install it directly from my Home Screen.

Loudergood 1/20/2026||
This is what happens when companies start selling advertising. Inevitably the incentives for making that advertising "succeed" infect the quality of the other products they sell.
testbjjl 1/19/2026||
I can remember, or perhaps imagine a time when the FTC would knowingly not look kindly on a situation like this, so Apple with its huge market share and revenue wouldn’t consider it. I imagine now it’s likely not a concern for the agency, and if it were, a political contribution would go a long way towards resolving any concerns.
teekert 1/19/2026||
With stuff like this, this is just a really bad idea: https://news.ycombinator.com/item?id=46323041

You can't tell family to search for things in the app store anymore, I always provide direct links. It's just to dangerous otherwise.

nabbed 1/19/2026||
>it probably helps increase click-through rates which ultimately boosts Apple’s revenue in its ads business

I assume that means it increases the number of times users install the wrong app (possibly with serious consequences)?

kibwen 1/19/2026|
Why should Apple give a shit? Companies like Apple are sociopathic profit-maximizers, and users are cattle to be milked and slaughtered.
morshu9001 1/20/2026||
They still don't want users to leave. Yeah they can get away with stuff like removing the jack or being slightly annoying about iCloud, but things would be way worse if they didn't care at all.
spogbiper 1/19/2026||
the change is more subtle than I expected but this does seem like a step in the wrong direction

a bigger older problem is the number of copycat applications allowed in the app store. for example the listing for the official microsoft authenticator app (free and used in many corporate environments) is surrounded by results with similar looking icons and titles. these look a likes also work for MFA but charge a monthly subscription. not exactly a scam since they do work, but its obvious they are only there to confuse users into paying for something thats free.

tfrancisl 1/19/2026||
Oh, so the Google playstore since... forever. Or at least as long as I can remember. If you have a "search" feature on your <anything app> it should filter down to exactly what you would expect, no sponsored positions, no irrelevant apps as ads, etc.

Shame apple is going towards the dark pattern of ads as results.

Khaine 1/20/2026|
This sounds horrible for user experience. That used to be Apple's claimed Raison d'être. It's sad how far they are willing to debase themselves to chase a few extra nickels. They are already one of the richest companies in the world.

Surely they should focus on improving the actual quality of their products (particularly software), and developer experience and documentation, rather than further watering down their quality.

This is going to leave a black stain on Tim Cook's legacy. Sure apple may be more profitable and bigger than ever, but its betrayed its legacy, and its users.

bean469 1/20/2026||
When the shareholders want infinite growth no matter the cost, this is what you get
KolibriFly 1/20/2026||
History tends to remember outcomes more than tradeoffs
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