According to Bloomberg reporter Mark Gurman, Apple is considering significantly ramping up its advertising business and has already internally explored how to add ads to the iPhone Maps app, with other potential expansions on the way.
The shift may be partly caused by a recent change in the company’s reporting structure: Gurman wrote in his email newsletter this week that Apple advertising VP Todd Teresi began reporting directly to Apple service chief Eddie Cue a few months ago. He also wrote that Teresi plans to increase Apple’s ad revenue from $4 billion a year to billions in double digits.
As Gurman points out, advertising is already part of Apple’s strategy, but it’s limited in scope and to certain places. The most traditional ads you’ll see in an Apple-made app are those in the Stocks and News apps. There you will see display ads like you see on news websites, both outside and inside stories.
Apple also has a robust advertising company within its App Store, allowing developers to pay for top positions in search results. And the company recently ventured into ads within its Apple TV service, but only within Friday Night Baseball.
But there will be new limits to Apple’s advertising, according to Gurman. For example, in the App Store, ads will extend beyond search results to the curated Today home page and to individual app listing pages.
And Apple can bring ads to the Podcasts and Books apps too, or even expand TV ads beyond sports content with new subscription tiers. a la Hulu or Disney+.
Apple has been in the advertising industry for a long time in one way or another, but not all initiatives in this area have been successful. In 2010, Apple introduced iAd, a network that third-party app developers could use to serve ads in their own applications. Apple retired from iAd in 2016, and other companies’ ad networks became the go-tos for iPhone and iPad app developers.
More recently, Apple jeopardized many of those ad networks’ plans with the introduction of its App Tracking Transparency policy, which required all third-party apps to ask for users’ consent before using certain tracking methods that aggregate and cross-reference them. user data in multiple apps.
Apple’s own apps don’t use those specific tracking methods and so don’t have to display the same permission prompts.
Neither Apple nor the Bloomberg newsletter said whether Apple plans to change course if it expands its own offering again.