Apple may soon expand the number of ads across its first-party apps on iOS, iPadOS and MacOS. Bloomberg’s Mark Gurman reports that Apple is looking to expand its advertising business and is already testing a new ad model internally in Apple Maps which displays search-based recommendations.
Apple currently shows ads across its App Store, News and Stocks apps as well as its TV+ platform. Developers can pay Apple to have their app show up as promoted on specific search pages in the App Store. Ads inside the News and Stocks apps show up as full banners similar to websites. Apple TV+ also shows ads for MLB Friday Night Baseball.
Apple’s App Tracking Transparency (ATT) feature which launched alongside iOS 14.5 significantly affected advertising earnings for developers. ATT gives users the option to opt-out of tracking tools used by developers to display targeted ads.
According to a Financial Times report from earlier this year, Apple’s app tracking policy cost social media platforms nearly $10 billion. Based on data from market research firm Omdia, Apple’s ad revenue earnings grew to $3.7 billion in 2021.