As published by Mark Gurman in the latest edition of his newsletter, Apple is develop advertising business. An extension that could bring advertisements on Apple Maps, Apple Books or Apple Podcasts, among others.
Advertising, yes, but in complete confidentiality
According to Bloomberg reporter, Apple’s vice president of advertising platforms, Todd Teresi, intends to Generate annual ad revenue in the “double digits” which means tripling that income. Currently, Apple receives around $4 trillion for advertising, so the increase to meet these targets must be substantial.
Remember that the App Store already displays some degree of advertising, as developers can pay to appear in search results and also in search suggestions on the Search tab. Additionally, in iOS 16, Apple will add the ability for developers to advertise in the “Today” tab of the App Store and at the bottom of other apps’ product pages.
Something similar, according to Gurman, could happen in the Maps app. or one the trade could be highlighted after a search. And the same could be seen in Apple Books and Apple Podcasts, making it easier for publishers and podcasters to position their products through advertising.
An advertisement, and it is very important to be clear, which fully respect our privacy. Apple is extremely clear on this point, since the confidentiality of our data is an essential pillar for the company. In this sense, advertisements linked to searches, that is to say with keywords, are exactly the same as those used by the DuckDuckGo search engine, recognized for its confidentiality. Some ads allow us to monetize a service or generate revenue without having to track our activity in the slightest.
It is important to emphasize that, for now, we are talking about assumptions, since Apple’s plans, more in terms of software and services, can take several turns very quickly. The truth is that advertising enabled a rollout of free services across the network. Yes, it may have generated rejection due to its abuse, and specifically due to the tracking associated with it thus far. But can be extremely positive if used in moderation and with respect for everyone’s privacy. We will see how events unfold.
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