Apple will bring ads to more of the apps that are pre-installed on iPhones and other Apple devices, including Maps, Books, and Podcasts. According to a report from Bloomberg’s Mark Gurman, Apple has internally tested search ads in Maps, which could display recommendations when you search for restaurants, stores, or other nearby businesses.
Apple uses a similar advertising model on the App Store currently. Developers can pay to have their app promoted on a search page for a particular query, like “puzzle games” or “photo editor.” It is believed that the ads on Maps could function in the same way. Businesses can pay to show up at the top of search results when users enter specific search terms.
Gurman believes that Apple could introduce ads to its native Podcasts and Books apps as well.
It is expected that Apple will expand ads to the Today tab and app download pages, which track with previous reports from 9to5Mac, Apple Insider, and MacRumors. According to 9to5Google, ads on the Today tab will be shown as larger cards with the word “Ad” placed beneath the app’s name, while ads on individual app pages will appear highlighted in blue in the “You Might Also Like” section.
The company could also choose to create a lower-priced ad-supported tier, something both Netflix and Disney Plus plan on doing by the end of this year. Right now, Apple TV Plus offers only a $4.99 / month ad-free subscription plan.
Apple first introduced ads on the App Store in 2016 and also displays apps on its Stocks and News apps.
ATT gives users the option of disabling the tracking tools advertisers use to display targeted ads. According to data that Insider obtained from research firm Omdia, Apple’s advertising business grew 238 percent to $3.7 billion in 2021.
This move suggests that Apple’s looking to expand its advertising business even more. In May, a report from Insider revealed that Eddy Cue, Apple’s senior vice president of services, is planning to restructure Apple’s services business to direct more attention to streaming and advertising.