iOS 27.2 App Store ads lost the blue background
Adapty observed on iOS 27.2 release devices that App Store search results ads no longer use a blue background card and are marked only by a small "Ad" label, on iPhone and iPad in both light and dark mode. Apple has made no announcement and the scope is unconfirmed; the author speculates this could shift ad TTR and CPT but has no first-party data.
What this means for indie developers：Ads now look nearly identical to organic results, so watch your brand-keyword ad TTR and CPT this week.