Apple released version 1.0 of the Apple Ads Platform API, a single REST interface that unifies campaign management for App Store and Maps, with the old API slated for retirement.

The timeline spans 2016 through January 2027, highlighting the rollout of Maps ads, the introduction of Maximize Conversions, and the August 2026 Platform API release.

Migration is the practical task for developers and agencies: existing Campaign Management API v5 integrations must be rebuilt to the Platform API before sunset to avoid losing management and reporting capabilities.

Apple provides rate-limit guidance and a published reference implementation that uses a header-driven backoff approach to improve resilience and predictability for integrations.

Maps and App Store reporting remain distinct in data objects and endpoints, even as they share a common base API and authentication, reflecting ongoing surface-specific differences.

The overall impact is that marketers and agencies will manage both App Store and Maps campaigns through a single integration point, within a five-month migration window and a shift toward a unified, rate-limited programmatic infrastructure.

Background context includes Apple Maps advertising expansion in the US and Canada in 2026, the 2025 rebranding to Apple Ads, and prior changes to bid strategies (Maximize Conversions) and multiple App Store ad positions.

The Apple Ads Campaign Management API will sunset on January 26, 2027, requiring migrations to the Platform API by that date.

Version 1.0 consolidates account management, campaign creation, keyword management, creatives, assets, reporting, insights, recommendations, and a change-history endpoint under one authentication layer with separate App Store and Maps endpoints.

The Platform API implements a unified rate-limiting system using header fields (RateLimit-Limit, RateLimit-Remaining, RateLimit-Reset) and recommends exponential backoff with Retry-After for 429 responses.