In Apple Search Ads, you can use keyword match types to control which searches your ads will match and be eligible to appear for. There are four main keyword match types available in Apple Search Ads:

1. Broad match: Broad match keywords will match user searches that include the keyword or similar words, regardless of the order in which they appear. This is the default match type and is the most flexible, but also the least specific.
2. Phrase match: Phrase match keywords will match user searches that include the exact keyword phrase in the correct order, with the possibility of additional words before or after the phrase. This is a more specific match type that allows you to reach users who are searching for the exact keyword phrase or variations of it.
3. Exact match: Exact match keywords will only match user searches for the exact keyword phrase, including capitalization. This is the most specific match type and allows you to reach users who are searching for the exact keyword phrase only.
4. Negative match: Negative match keywords are words or phrases that you specify to exclude from your campaigns. When you add negative keywords to your campaigns, your ads will not be shown to users who search for those keywords.

By using a combination of different keyword match types, you can have more control over the searches that your ads will match and help ensure that your ads are being shown to the right users at the right time. You can use tools such as the Apple Search Ads platform and performance data and analytics to optimize your keyword match types and improve the overall performance of your campaigns.