Apple may eventually bring ads to pre-installed apps on your iPhone and other Apple devices, including Maps, Books, and Podcasts. according to a report of bloombergMark Gurman, Apple has tested search ads internally in Maps, which can display recommendations when searching for restaurants, stores or other nearby businesses.
Apple already implements a similar advertising model on the App Store, as developers can pay to have their apps promoted on a search page for a specific query like “puzzle game” or “photo editor.” As Gurman mentioned, ads on a map can work in the same way that businesses pay to appear at the top of search results when users enter certain search terms.
Gurman believes that Apple may also offer ads in its native Podcasts and Books apps. This could potentially allow publishers to pay for advertising in areas of each app or to get their content ranked 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 tracks from previous reports. 9to5Mac, Apple InsiderAnd MacRumors, According to 9to5googleAds on the Today tab will appear as large cards with the word “Ads” below the app’s name, while ads on individual app pages will appear highlighted in blue.
Gurman mentions the possibility of advertising on Apple TV Plus as well, and says the company may opt to create a lower-priced ad-supported tier, with both Netflix and Disney Plus planned by the end of this year. Right now, Apple TV Plus only offers an ad-free subscription plan for $4.99/month (though it has started showing ads during its Friday Night Baseball livestream).
Apple first introduced ads to the App Store in 2016, and also displays the app on its Stocks and News apps. Last September, the company began asking users if they wanted to enable personalized ads to appear on these apps, in compliance with its App Tracking Transparency (ATT) policy, which has cost the social platform billions of dollars.
ATT gives users the option to disable the tracking tools used by advertisers to display targeted ads. This may have contributed to the overall growth of Apple’s advertising sector, as it has left businesses to rethink their advertising strategies. according to the data that insider Acquired from research firm Omdia, Apple’s advertising business grew 238 percent to $3.7 billion in 2021.
Apple’s move to open more ad slots 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 of insider revealed that Eddie Q, Apple’s senior vice president, is planning to restructure Apple’s services business to focus more on streaming and advertising. Apple’s services arm, which includes advertising and its various subscriptions, saw a 12 percent increase in revenue last quarter.