While we patiently wait for the iPhone 14 To come out (it should arrive next month), a new report suggests some major changes could be coming to the software on iPhones and iPads: most notably, more ads in Apple’s own apps.
This comes from reliable Apple-focused journalist Mark Gurman Bloomberg, who says Apple is eager to expand its integrated advertising efforts. A number of ads are already appearing in the News and Stocks apps, as well as the App Store.
Those apps could eventually be joined by Apple Maps, as well as the Apple Podcasts and Apple Books apps, Gurman said. We may also see an expansion to Apple TV Plus content – ads are already appearing in the Baseball on Friday night coverage for example.
More ads, more revenue
The reason for the increase in advertising is obvious: Apple wants to make more money with it. According to the Bloomberg report, the ads that already exist in iOS, iPadOS and Apple’s apps are currently bringing in about $4 billion, and the plan is to get that figure into double digits.
Local businesses could pay to be featured in Maps, for example, while publishers could pay to have their titles featured more prominently. In line with the existing advertisements, they would not be accessible to everyone.
Exactly when the change could happen is not clear, but it seems unlikely that it will be this year. It would require some significant changes on the software side, and iOS 16 and iPad OS 16 are almost ready to launch – so keep an eye out for next year’s Apple software updates for more signs of advertising.
Analysis: Apple can still stay true to its privacy promises
Apple has long emphasized its commitment to user privacy, often emphasizing how different it is from Google in terms of the data it collects and the ads it serves. Advertising is where Google makes most of its money, while Apple has traditionally relied on hardware sales.
You may have noticed that Apple is also addressing app tracking in iOS and iPadOS, preventing advertisers from tracking users across multiple apps without their explicit permission. This has the revenue for Facebook, Snap and many other companies.
So how does all this fit into the potential expansion of Apple advertising? We’ve already seen ads in Apple software and it’s clear that they work differently than the ads you see on Google – they’re more paid sponsorships than typical internet ads.
In other words, you might see a restaurant rank higher in Apple Maps (with an ad label) — you won’t see ads for trainers you looked at on Amazon last week. Crucially, it means Apple doesn’t have to collect additional data from its users, meaning it can maintain its strict stance on privacy.