Apple and ads… those aren’t two words you often hear in the same sentence. To be fair, the Cupertino company has consistently prioritized user privacy over ad revenue, a decision that has received both praise and criticism depending on who you ask.
In any case, Apple does make some use of advertising, but much less than most other tech giants. The App Store, the default News and Stocks apps all contain ads to some degree. It should be noted that they are considerably less intrusive than Google’s, but they are there nonetheless.
However, ads will become a much more prominent part of the Apple ecosystem and users may have to accept that they will have to put up with more of them when using their iPhones. At least that’s what Bloomberg’s Mark Gurman thinks, a prominent tech analyst and industry insider who has an impeccable track record on all things Apple.
Gurman shares in his Power On Newsletter that ads should make their way into some other standard Apple apps. He notes that the most likely candidates are Apple Books, Apple Podcasts, and the Maps app. He also doesn’t expect “Apple to go back to serving ads in third-party apps.” So for now.
According to Gurman, ads in Apple’s Maps could work the same way they do in the App Store. He gives the example of a sushi restaurant that has decided to pay Apple. In return, the location would rank higher in search results, when users type in “sushi,” for example.
In the Podcasts and Books apps, paying publishers could have their work displayed more prominently in search results. Similar mechanisms are being explored for Apple TV+. It will be interesting to see how Apple, the staunchest proponent of piracy and a clean user interface, makes ads work in the context of the iPhone.