Apple plans to put ads in more of the apps that come pre-installed on iPhones, a new report claims.
Although the tech giant already includes ads in its News, App Store and Stocks apps, Bloomberg’s Mark Gurman reported Sunday that it recently tested ads internally in Apple Maps and may also include them in other software, such as Podcasts and Books.
With Maps, Apple will likely allow businesses like restaurants to pay a fee to show their service higher in search results, suggested Gurman, an Apple watcher who has called it right many times in the past. Ads can also appear in other parts of the app outside of search results, giving businesses more flexibility over how and where their ad slots appear.
As with Apple’s ads that appear in the News, App Store and Stocks apps, such placements will be clearly marked so users know exactly what they’re looking at.
Todd Terezi, Apple’s vice president of ad platforms, reportedly wants to grow the tech company’s roughly $4 billion in annual ad revenue into double digits, with ads in more Apple apps as one way to help it achieve that goal.
In another effort to increase its revenue from app-related ads, Apple recently revealed that it plans to introduce more ads to the App Store, with new slots coming to the app’s Today section and also on individual app pages.
Commenting on its decision to fold more ads in the App Store, the company said placements provide “opportunities for developers of all sizes to grow their business,” adding: “Like our other ad offerings, these new ad placements are built on the same foundation — they will only contain content from app-approved App Store product pages and adhere to the same strict privacy standards” that Apple reinforced with the release of iOS 14.5 last year.
Ads for a wider range of businesses and services now appear to be aimed at more than just Apple’s own apps, in a move the company hopes will further boost its bottom line, although whether its customers will be cool with scrolling through more ads to find the content that re search for remains to be seen.
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