Apple may soon put ads in iPhone apps like Maps

Could ads soon appear in Apple Maps? (Getty)

In recent months, Apple has limited the data advertisers such as Facebook can collect on iPhone users – but could Apple be about to expand its own ad services?

A Bloomberg report suggests it could be set to expand search-based advertising into its own pre-installed apps, including Maps, Books and Podcast.

The report indicates in Maps, which could show recommendations when users search for nearby restaurants or stores, Bloomberg reported.

The report suggests new ads may soon appear on Apple TV+.

Bloomberg writes, “The only question is whether customers of Apple, a champion of privacy and clean interfaces, are willing to live with a lot more ads.”

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Apple already displays ads in some of its pre-installed apps such as News and Stocks, as well as ads in the App Store.

Bloomberg’s Mark Gurman wrote, “Apple will also soon be expanding ads to the main Today tab and third-party app download pages.”

“Search ads in the App Store are a little different: developers can pay to have their app appear in the results when a user searches for terms like ‘racing’ or ‘basketball’, for example.”

Bloomberg suggests this form of search advertising could extend to apps like Maps, Books and Podcasts.

Bloomberg writes: “I think the iPhone maker will eventually extend search ads to Maps.

“It will also likely add them to digital storefronts like Apple Books and Apple Podcasts.”

“And TV+ could generate more advertising with multiple tiers (just like Netflix Inc., Walt Disney Co. and Warner Bros. Discovery Inc. do with their streaming services).

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Companies such as Facebook have been hit hard by Apple’s “App Tracking Transparency” feature, which allows users to block advertisers from tracking them across different apps.

Analysts have predicted that the company could suffer a loss of $12 billion because of this feature.

Apple’s Tim Cook said: “We believe users should have choice over what data is collected about them and how it is used. Facebook can continue to track users across apps and websites as before, the app tracking transparency in iOS 14 will just require them to ask your permission first.

Apple says it defends data privacy rights, but the company has come under fire from Facebook, app developers and startups whose business models rely on ad tracking.

The April 2021 software update let users decide which apps can track user activity — crucial information that helps companies like Facebook serve personalized ads to users and measure their impact.

Analysts predicted that the launch of the feature could mean Apple entering the advertising market.

RBC analyst Brad Erickson said in October 2021: “We view (the privacy changes) as a sign

that Apple might want to compete in global advertising.

Erickson suggested that Apple could use the privacy changes as a “hedge” while investing in a Google-like search engine.

He said, “(Apple) can use data privacy as a hedge while investing in a behind-the-scenes search algorithm.”

Watch: Apple will boost ads on native apps

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