APPLE TESTING NEW APP STORE DESIGN THAT BLURS THE LINE BETWEEN ADS AND SEARCH RESULTS

Summary from the TLDR Design newsletter

Apple is testing a new App Store search ad design on iOS 26.3 that removes the blue background from sponsored results, making ads look almost identical to organic results except for a small “Ad” label. This will likely increase ad clicks and revenue, but it makes it harder for users to quickly tell what's paid versus real.