According to Mark Gurman of Bloomberg, Apple hopes to quadruple its ad revenue, which currently stands at $4 billion annually, to double-digit figures.
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Currently, Apple advertisements may be found in News and Stocks apps as well as in App Store app searches, where developers can purchase promoted results slots. Apple makes money from airing advertisements during MLB Friday Night Baseball streaming, but the corporation wants to grow by increasing the visibility of its ads across iPhone and iPad apps.
Todd Teresi, Apple's vice president of advertising platforms, wants to triple the company's existing ad revenue, and the first step to achieving that goal might be to add adverts to the Maps app, according to Gurman in the most recent issue of his "Power On" newsletter. According to Gurman, Apple has experimented including sponsored spots in Maps search results internally. If it decides to make them available to Maps users, this might only be the start of a larger expansion.
Gurman hypothesises that if Apple were to emulate Netflix and Disney+ by offering an ad-supported tier for Apple TV+, the company might also add advertisements to the digital stores of its Books and Podcasts applications.
New placements are coming to the "Today" screen as well as to individual app pages, which will allow developers to pay for spots for the first time outside of the Search tab and search results, as Apple has already indicated it will be doing.
Apple will be conscious of the fact that even a small intrusion into other facets of its software could detract from the premium experience that users have come to expect from its products and expose it to increased criticism regarding its App Tracking Transparency (ATT) framework, which has reportedly had a significant negative impact on both large and small businesses.
German competition authorities are currently looking at Apple's ATT monitoring policies to see if they favour Apple over competing companies or prevent the development of third-party apps. Apple has refuted claims that the ATT framework unjustly favours the business at the expense of third parties.
It hired the Marketing Division of Columbia Business School to do a research on the effects of ATT earlier this year. The investigation came to the conclusion that statements to the contrary were speculative and devoid of supporting data, and that it was doubtful that Apple had had a material financial benefit since the privacy feature emerged.
