Apple testing new App Store design that blurs the line between ads and search results

Apple is testing a new App Store design for search ads on iPhone, which blurs the line between ads and search results by removing the blue background around sponsored results. This change, currently in A/B testing, aims to integrate ads more seamlessly into search results, though it may confuse users about the nature of the first result as a paid ad. The move aligns with Apple's recent announcement to include multiple sponsored results for a search query, potentially boosting ad click-through rates and revenue.