Apple could eventually bring ads to more of the apps that come preinstalled on your iPhone and other Apple devices, including Maps, Books, and Podcasts. According to a report by Bloombergs Mark Gurman, Apple has internally tested search ads in Maps, which can show recommendations when you search for nearby restaurants, stores, or other businesses.
Apple is already implementing a similar advertising model in the App Store, as developers can pay to have their app promoted on a search page for a particular query, such as “puzzle games” or “photo editor.” As Gurman noted, ads on Maps could work the same way, with businesses paying to appear at the top of search results when users enter certain search terms.
Gurman believes Apple could also introduce ads into its own Podcasts and Books apps. This may allow publishers to place ads in areas within each app or pay to get their content higher in search results. Like Maps, podcasts and books are currently ad-free.
And while the App Store already has ads in the Search tab, Gurman expects Apple to expand ads to the Today tab and app download pages, matching previous reports from 9to5Mac, Apple Insiderand MacRumors. According to 9to5GoogleAds on the Today tab will appear as larger cards with the word “Ad” below the app’s name, while ads on individual app pages will be highlighted in blue in the “You might also like” section.
Gurman also mentions the potential for advertising on Apple TV Plus, saying the company could choose to create a lower-priced ad-supported tier, something both Netflix and Disney Plus plan to do by the end of this year. to do. Right now, Apple TV Plus only offers an ad-free subscription of $4.99 per month (although it has started showing ads during its Friday Night Baseball live streams).
Apple first introduced ads in the App Store in 2016 and also displays apps in the Stocks and News apps. Last September, the company began asking users to enable the 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 allows users to disable the tracking tools advertisers use to serve targeted ads. It may have contributed to the overall growth of Apple’s advertising industry as it has left companies struggling to rethink their advertising strategies. According to data that Insider obtained from research firm Omdia, Apple’s advertising business grew 238 percent to $3.7 billion in 2021.
Apple’s move to open more ad spaces in the App Store — and possibly Maps, Podcasts, and Books — could indicate that Apple wants to expand its advertising business even further. In May a report from Insider revealed that Eddy Cue, Apple’s senior vice president of services, reportedly plans to restructure Apple’s services business to focus more on streaming and advertising. Apple’s services business, which includes advertising and the various subscriptions, saw a 12 percent increase in revenue in the past quarter.