Where 91 markets take your ads

Scale in one paragraph#

Apple Ads runs the Today tab, Search tab and search results across 91 markets, with product pages available in 90 of them. Today tab reach alone exceeds 500 million weekly visitors, which makes launch coverage a genuine distribution decision rather than a checkbox. New markets open over time, and promotions set to all available markets adopt them automatically. Start from the Apple Ads hub for the family view, and check Apple own campaign creation help for the current country picker behaviour.

Coverage this wide rewards restraint: being able to run everywhere is not a reason to run everywhere on day one. Prove tap rates and payer value at home first, then carry winners outward. Our first campaign walkthrough recommends a home plus proving ground start.

Placement coverage by market#

Three placements travel everywhere Apple Ads operates; product pages stop at the mainland China border, where they are currently unavailable. The March 2026 addition of extra sponsored positions inside search results widened slots within one placement rather than adding a fifth. Confirm placement availability per market in the live account before promising coverage in plans, since availability notes change without fanfare. Screenshot the picker at setup for the account record.

Creative follows coverage: Today tab campaigns need custom product pages, which themselves need localised assets in several markets. An available placement with unready creative is not really available. Audit assets per market before launch, not after the first paused ad.

Grouping markets sanely#

Group similar countries and regions in one campaign for easier management: shared language, shared customer value, shared region or shared finance centre. Apple own structure best practices recommend exactly this kind of grouping. Separate campaigns where budgets, languages or values differ enough that blended reporting would mislead. Account structure shows how grouping shapes the hierarchy.

Write the grouping logic down beside the account: which markets sit together and why. Future teammates will otherwise regroup on instinct and destroy year on year comparability. Review groupings annually as exchange rates, values and localisation shift the map. Treat grouping as versioned policy with a short changelog, and onboard every new starter against the written page rather than tribal memory.

Localisation before launch#

Several markets require local language assets before ads can run: descriptions and screenshots in the default language, correct age ratings, pricing and availability. Brazil is the commonly cited example, but the principle travels: the store listing must read native before paid taps arrive. Localise keywords alongside creative, since translated terms rarely match how locals actually search. Budget for native speaker review rather than machine output alone.

Sequence the work listing first, keywords second, campaigns third. Paid taps landing on an unlocalised page convert poorly and teach the wrong lessons about market potential. Run a native speaker past the screenshots, the subtitle and the opening lines of the description, since those three carry the tap decision. Judge a market only after the full local presentation is in place, and re check after every major app update.

The mainland China exception#

Mainland China plays by extra rules: product pages placement unavailable, business and app approval required, and placement dependent requirements that vary. Read the China requirements entry before planning a single yuan of spend there. Mainland campaigns deserve their own structure, budgets and timelines rather than sharing a global setup.

Everywhere else, expansion is procedural: confirm coverage, localise, group, launch, read. If the rollout order is unclear, ask our team to sequence markets against your payer data.

Frequently asked questions#