Apple has been rolling out additional ad placements in App Store search results since March 2026, and it just extended the same playbook to Apple Maps, where ads went fully live in the US and Canada in the last two weeks. The common read is that more inventory means more opportunity for advertisers. The more likely outcome, based on how Apple's relevance-based auction actually works, is that more slots pull in more competing bids for the same high-intent searches — which tend