Apple Ads is courting developers through a newly formed ‘Emerging Team’

Members of a newly formed Emerging Team are reaching out to developers as Apple looks to increase Apple Ads spending. Here are the details.

Apple Ads has a new Emerging Team group

The Apple Ads division recently formed a group called Emerging Team, and its representatives are reaching out to developers looking to reactivate or try out ads in the company’s ecosystem for the first time.

Apple announced Apple Search Ads in 2016, back when the product was limited to promoted placements in App Store search results. Since then, Apple has been expanding ads to more parts of the App Store and has been working to expand it even further, to apps such as Apple News and, soon, Apple Maps.

That’s why last year, the company rebranded Apple Search Ads as simply Apple Ads.

The broader name also reflects how Apple has been discussing this aspect of its business, and its growth opportunity within its larger Services push.

Here’s Apple CFO Kevan Parekh during Apple’s Q1 2026 earnings call:

“(…) and we continue to improve the quality and expand the breadth of our Services offerings, from new Wallet features like Digital ID, which provides a way for users to create an ID and Wallet using information from their US passport, to additional ads coming to search in the App Store, which provides advertisers with more ways to drive downloads from search.”

And here’s Parekh answering a question regarding ads during Apple’s Q2 2026 earnings call:

“In advertising, we did see year-over-year growth in our advertising business. As you alluded to, we recently did introduce additional ads across the App Store, search results, and provide developers with more ways to drive downloads on platforms that users trust. And this summer, as you said, in the U.S. and Canada, Apple Maps will feature ads during key search and discovery moments, creating a new way for local businesses to reach customers and explore new places.”

Back to the new Emerging Team, its representatives have recently been emailing developers, looking to schedule 30-minute sessions to introduce the group and offer support for starting, growing, or reactivating their Apple Ads campaigns.

In emails seen by 9to5Mac, Emerging Team representatives mention growth initiatives and customer acquisition strategies as possible points of discussion.

They also offer to connect developers with other members of the team, who could help with everything from structuring campaigns to refining keyword strategies.

To learn more about Apple Ads, follow this link.

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