Apple is revamping its App Store, with a surprise move to introduce paid search ads for apps, as well as a new subscription model and faster reviews before approval.
The move to introduce a single paid ad at the top of search results in the App Store, initially in the US, could prove controversial with developers and users, who said they would prefer to see better "organic" search results.
Phil Schiller, Apple's senior vice-president of marketing, who in December took over responsibility for the App Stores across all four platforms - iOS, Mac, Apple Watch and Apple TV - said introducing paid search ads, which will be chosen on an auction process like Google's AdWords, would allow developers to focus their marketing budgets where people actually search for and download apps.
"There are hundreds of millions of searches on the App Store every week, and 65 per cent of app downloads are driven by search," he said. "It's a very valuable tool for users and developers. For developers, this will be very efficient marketing."