Apple has announced that iPhone users will soon be presented with advertisements in new locations in the AppStore.
The first location, and probably the most prominent so far, is on the store’s home screen known as ‘Today’, the first tab that opens when entering. This screen usually shows recommendations for apps chosen by the store managers, and now they will also be joined by advertisements. Each advertisement will have a clear caption that should make it clear to the user that it is marketing content. In addition, Apple will also display advertisements under the list of ‘recommended apps’ – You Might Also Like – which appears at the bottom of every product page in the store.
Apple claims that unlike other advertising companies, its advertising model completely preserves user privacy: no personal information is transferred to advertisers, Apple does not create a personal profile that tracks its purchases, and it does not allow advertisers to select an audience based on demographic characteristics such as religion, political leanings or health condition. In addition, the advertisements will not be shown at all to users aged 18 and under.
Apple claims that its advertising system is particularly effective and helps small and large companies reach a relevant audience. As part of its apparent ambition to preserve user privacy, the company over the past two years has made it very difficult for other advertising companies to effectively appeal to iPhone users, thus increasing the dependence of developers on its advertising system.