Apple rolls out ads in App Store search results to more countries

Apple's App Store with a German user interface. The technology giant has rolled out advertising in App Store searches to 13 new countries. – Apple/dpa

As of the beginning of August, Apple's App Store now allows advertising to pop up alongside search results in 13 new countries including Germany, South Korea, France, Italy and Japan.

The system was already up and running in countries including the United States, Australia, Canada, Mexico, New Zealand, Switzerland and Britain.

The move is intended to give more app developers the opportunity to advertise their products directly in App Store searches, Apple says.

For customers, though, it might make certain apps harder to find. Alongside the app they are searching for, they will now see advertising for other apps. The app they are actually searching for will be underneath the ads.

The ads are distinguishable from search results by a light blue background and an "advertisement" label.

Developers are only able to advertise apps that are already available in the App Store.

According to Mac & i magazine, the ads customers receive will depend on criteria including age, gender, type of device and location.

But Apple has assured customers that users will not be profiled as part of the new advertising programme and no personal details will be forwarded to advertisers. – dpa