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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 6
mrweasel 1/19/2026|
The lines where pretty blurred already. If you search for the exact name of an app, I think that needs to go first in the results, the ads can be the third or forth. Having ads show up before the "correct" app is incredibly dangerous in a world where so much of our digital life is in various apps. Often the people see is actively trying to trick people into installing the wrong thing, making the ad less visible is going to get a lot of people scammed.

How the hell Apple does not see this is beyond me. All of their fancy security in iOS is worthless if they allow people to be tricked into installing scam-ware.

morshu9001 1/20/2026||
I read the title then looked at the screenshots and thought what? It still says "ad."
nvader 1/20/2026||
Paragraph two of the article is:

> This means the only differentiator between organic results and the promoted ad is the presence of the small ‘Ad’ banner next to the app icon.

If it's that easy to fail to notice a paragraph, how much easier would it be to miss just the word 'Ad'?

morshu9001 1/20/2026||
I wasn't there to read the text, the screenshots say everything. Thought I was looking at the wrong pic cause it seemed obvious.
Dylan16807 1/20/2026||
> I wasn't there to read the text, the screenshots say everything.

That's the exact kind of attitude that will make people miss an "obvious" marker.

And I wouldn't call that tiny thing on the third row of text obvious. Even knowing it said 'ad' somewhere, it took me several tries to find it.

morshu9001 1/20/2026|||
> That's the exact kind of attitude

Apparently not though, I saw it said ad. Maybe you missed it because you were focused on the wall of text instead of the UI.

Dylan16807 1/20/2026||
> Apparently not though, I saw it said ad.

It's not like it's a guarantee. And being the "kind" of attitude doesn't mean you miss the exact same things in each situation. It didn't bite you here but it's a risk elsewhere.

> Maybe you missed it because you were focused on the wall of text instead of the UI.

I was looking at the ads the whole time, but I was intuitively focusing edges and the corners and the fine print at the bottom but the actual marker was tucked into the middle very small.

rtpg 1/20/2026|||
It is kinda interesting how like every company seems to go through this flow of highlighting that something is an ad (usually even with some differing background color like what Google used to do!), and then they just pull back differentiators more and more until it really is the smallest minimal marker possible
alt227 1/20/2026|||
They are inching forward closer and closer to the regulators lines to see what they can get away with without rousing the bear.
morshu9001 1/20/2026|||
For sure it seems intentional. I wonder if they used to be more afraid of the FTC.
fhennig 1/20/2026||
But it was easier to distinguish with the blue background, don't you agree?

So why remove the blue background then? It just feels deceptive, does it not feel deceptive to you?

nvader 1/20/2026||
What if we all Venmo'd Tim Apple 5 bucks so he wouldn't be forced to do this?
hsbauauvhabzb 1/20/2026|
Apple wouldn’t exactly go broke without this, maximising profits is the only goal and any ‘good’ behaviours and ethos will erode over time.

Apple might take user privacy seriously now, but don’t assume that will be the case forever.

alt227 1/20/2026||
> Apple might take user privacy seriously now

They dont and never have, its all marketing.

How do you think those app store adds are displayed to you? They profile you like any other ad company to figure out which ads you are most likely to click on to generate them more revenue.

seabass 1/19/2026||
Feels short sighted. Every such change gets me closer to ditching the ecosystem altogether.
amatecha 1/19/2026||
I remember when it was a news headline that Apple showed ads _at all_ in App Store. It's sad that they're straying even further into scummy ways to nickel-and-dime every ounce of profit they can get out of everyone using their products and services.

(Check out nice and simple it was in 2008: https://www.youtube.com/watch?v=xo9cKe_Fch8 )

sergiotapia 1/19/2026||
Google does the same where an ad is the first result. :(
etchalon 1/19/2026||
This is the Apple I've always worried would emerge.
raw_anon_1111 1/19/2026||
You mean the same Apple who will remove an app like Tumblr for a little consensual nudity posted by people and is too afraid of what Trump might say to remove X which is allowing none consensual undressing of women just by posting a picture and telling Grok to remove clothes - including CSAM?
realusername 1/19/2026|||
It's been like this for a while, the top results for a lot of known apps are scam impersonators.

So much for the so called "safety" of the appstore.

In fact, they had so many ChatGPT fake apps showing as top results that they had to do something as users couldn't find the real one and it reached the news.

alt227 1/20/2026||
> In fact, they had so many ChatGPT fake apps showing as top results that they had to do something as users couldn't find the real one and it reached the news.

This is after claiming for many years that the walled garden is a necessity to protect users, and their app store is a safely curated utopia which justifies the 30% fee cut.

pixl97 1/19/2026||
Capitalism pretty much demands it. Some companies can delay it for awhile, but the numbers must go up and eventually expansion because of a better product reaches it's natural limit.
gtowey 1/19/2026|||
Corporations always operate at the lowest morality level of any member of the company. Lots of executives can say no to dark patterns, but it only takes one to say yes. Then that exec gets to report the successful revenue boosting metrics. They will tend to get promoted and soon the entire leadership team is filled with people with the lowest ethical standards.
lapcat 1/19/2026||
> Lots of executives can say no to dark patterns, but it only takes one to say yes.

I think the situation is a lot more stark than this. Unless they're desperate, the board of directors of corporations will install an MBA as CEO. In most cases, the only time this doesn't happen is at the founding of the company, when a founder is CEO. But if the founder doesn't maintain controlling interest, the founder can be replaced.

The promotion of Steve Jobs to interim CEO of Apple in 1997 was a rare exception. Apple fired its CEO, and the company was in danger of bankruptcy. They were running out of options and feeling the aforemention desperation. Note how the situation was very different in 1985, when the board of directors chose John Sculley over Steve Jobs in a power struggle. At the time, they weren't financially desperate.

etchalon 1/19/2026|||
Basically, yes.

With compensation so completely tied to "did our stock go up since you joined?", it's a whole thing.

MaysonL 1/19/2026||
26.3 ß 2 still shows the blue background on my iPad.
workfromspace 1/20/2026||
Apple, do you want to lose customers? Because that's how you lose customers.

But seriously, one of the reasons why I got iPhone for my parents to replace their Androids is it's relatively safer environment. But this change increases potential spam and attack surface.

podgorniy 1/20/2026|
It's impossible that they will loose more money from gone customers than make money from this change
CGMthrowaway 1/19/2026|
Do people actually use the app store? Are we not all just searching in spotlight and clicking the first app that comes up (as long as it has 100K/1mil+ downloads) ?
hu3 1/20/2026|
if that was the norm, there wouldn't be ads in AppStore
CGMthrowaway 1/20/2026||
I'm sure you're right. I'm out of touch because I can't remember the last time I actually had a need to browse (or search) the app store for something. Does it go like this for most people, really?

Open app store > search "food delivery app" > Read and compare the reviews of Doordash, ubereats, jimmyjohns app, pizzahut app, shawarma city app, scam app > Make a decision > download the app ???

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