RIP Apple Search Ads.
Yesterday, it was revealed by Apple on their website that they had rebranded their Apple Search Ads product as “Apple Ads.”
Ok, who cares?
Well, this is a bigger deal than some might think. “Our ad offerings have grown beyond search,” reads the message about the change. “So we’ve decided to change our name.”
What this really does albeit subtlety is signal a broader shift in the company’s ads business. The update really reflects Apple’s continued push beyond search-based ads into a more expansive set of ad products and offerings. Keep in mind, Apple has the App Store, Apple News, Apple TV, etc.
Why This Matters:
By dropping the “Search” qualifier, Apple is signaling its evolution into a true multi-channel advertising player. While Apple’s ad business still trails giants like Google and Meta, it’s growing fast, and 2025 could be a record-breaking year for their ad revenue (this is pure, but seemingly seems very safe, speculation).
The name change also lays the foundation for Apple to scale its ad biz further by bringing more adtech capabilities to bear or ad opportunities across its owned content, especially CTV.
Experts React:
We caught the news from Eric Seufert, analyst and founder of Mobile Dev Memo, who shared the update via a post on X.
Several others chimed in across adtech X/Twitter:
Our Take:
Apple dropping “Search” from the name isn’t just a rebrand—it’s kind of a roadmap. The company is sending a message to advertisers and competitors alike: its ambitions in advertising are growing. Beware (for competitors). Between potentially new and improved adtech and a growing footprint of its owned-and-operated content, Apple is building an ecosystem where it could control… everything. The hardware, identity, inventory—you name it.
These moves have been in motion for some time. Last year, we wrote, “Apple continues to ramp up its ad ambitions,” when it was revealed that Apple was “now selling ads directly in Apple News,” according to a report from Axios.
