Apple may eventually show ads on more of the apps that come preinstalled on your iPhone and other Apple devices, including Maps, Books, and Podcasts. According to a report by Bloomberg‘s Mark Gurman, Apple internally tested search ads in Maps, which could show recommendations when you search for nearby restaurants, stores or other businesses.
Apple already implements a similar advertising model on the App Store, where developers can pay to have their app promoted on a search page for a particular query, like “puzzle games” or “photo editor.” As Gurman noted, ads on Maps could work similarly, with businesses paying to appear at the top of search results when users enter certain search terms.
Gurman thinks Apple could also introduce ads in its native podcast and book apps. This could potentially allow publishers to place ads in areas of each app or pay to have their content placed higher in search results. Just like Maps, Podcasts and Books are currently ad-free.
And while the App Store already has ads on the Search tab, Gurman expects Apple to expand ads to the Today tab and app download pages, which follow previous reports. of 9to5Mac, Apple Insiderand MacRumors. According 9to5GoogleToday Tab announcements will appear as larger cards with the word “Announcement” placed below the app name, while announcements on individual app pages will appear highlighted in blue in the “You Might Also Like” section.
Gurman also mentions the potential for advertising on Apple TV Plus and indicates that the company may opt to create an ad-supported tier at a lower price, which Netflix and Disney Plus plan to do by the end of this year. Currently, Apple TV Plus only offers a $4.99/month ad-free subscription plan (although it has started running ads during its Friday Night Baseball live streams).
Apple first introduced ads on the App Store in 2016 and also displays apps on its Stocks and News apps. Last September, the company began asking users if they wanted to opt-in to personalized ads that appear on these apps, in line with its own App Tracking Transparency (ATT) policy that has cost social platforms billions of dollars. .
ATT gives users the ability to opt out of tracking tools used by advertisers to display targeted advertisements. This may have contributed to the overall growth of Apple’s advertising business, as it forced companies to scramble to reconsider their advertising strategies. According to the data that Initiated obtained from research firm Omdia, Apple’s advertising business grew 238% to $3.7 billion in 2021.
Apple’s decision to open up more advertising space on its App Store – and potentially on Maps, Podcasts and Books – could indicate that Apple is looking to expand its advertising business even further. In May, a report from Initiated revealed that Eddy Cue, Apple’s senior vice president of services, is considering restructuring Apple’s services business to focus more on streaming and advertising. Apple’s services arm, which includes advertising and its various subscriptions, reported a 12% increase in revenue last quarter.