Apple starts showing ads in App Store search results

Apple has started showing ads in the iOS App Store for US users. Searching for popular terms like "taxi," "calendar," or "to do list" delivers a banner advert for promoted apps above the search results. The company announced plans for this earlier this year, and a small number of iPhone and iPad users signed up to the iOS 10 beta have already been shown the ads. From this week onwards, though, they're rolling out to regular users too. Another paid ad under a search for "calendar." (Image credit: