Apple Will Expand Digital Advertising on Its Products


Soon, Apple will add a portion of digital advertising to the applications installed on its products. Applications such as Maps, Books, and Podcasts will later be inserted into digital advertisements.

According to a report by Mark Gurman from Bloomberg, Apple has been internally testing search ads on Maps that can show recommendations when users search for nearby restaurants, shops, or other businesses.

The Cupertino, US-based company has implemented a similar ad model on the App Store. Where developers can pay to have their apps promoted on search pages for certain queries, such as “puzzle games” or “photo editors”.

Ads on Maps can work the same way, in that paying businesses can appear at the top of search results when users enter certain search terms.

Gurman believes that Apple could introduce ads to its original Podcasts and Books apps as well. This could potentially allow publishers to place ads in areas within each app or pay to have their content placed higher in search results.

Just like Maps, Podcasts, and Books are currently ad-free. And while the App Store already has ads in the Search tab, Gurman expects Apple to expand ads to the Today tab and track app downloads pages with previous reports from 9to5Mac, Apple Insider, and MacRumors.

According to 9to5Google, ads on the Today tab will appear as larger cards with the word “Ads” placed under the app name, while ads on individual app pages will appear highlighted in blue in the “You Might Also Like” section.

Gurman also mentioned the potential for advertising on Apple TV Plus. He said companies could choose to lower subscription prices but include ads. Currently, Apple TV Plus only offers an ad-free subscription plan of US$4.99 per month.

Apple first introduced ads in the App Store in 2016, and also featured apps in its Stocks and News apps. Last September, the company started asking users if they wanted to enable Personalized Ads that appear on these apps, following an App Tracking Transparency (ATT) policy that costs the social platform billions of dollars.

ATT gives users the option to disable the tracking tools advertisers use to show targeted ads. This may have contributed to the overall growth of Apple’s advertising sector, as it left businesses scrambling to reconsider their advertising strategies. According to data obtained by Insider from research firm Omdia, Apple’s advertising business grew 238 percent to $3.7 billion in 2021.