Apple plans to soon integrate a greater amount of advertisements across its various operating systems. As part of the change, advertisements will also appear in new content areas and applications where advertisements were not seen before – according to a Bloomberg report.
Apple’s engagement with advertisements has caused quite a bit of noise in the past, for example when it launched its tracking filtering tool called App Tracking Transparency last year. The purpose of the tool is simple: to allow users to decide which apps can track them at any given moment, including when they are not actually using that app.
Apple launched the tool claiming that it will help users feel more secure while using the company’s devices, because now they have been provided with a dedicated tool that will allow them to fully control the access of foreign sources to their personal information. Those who liked this whole business less were, of course, app developers, led by the content and technology giants such as Meta and the Snap company (which is behind Snapchat), who claimed to have lost billions of dollars following Apple’s change.
According to the report published by Mark Gorman, a Bloomberg journalist who is considered to have excellent sources in Apple, the technology giant will soon begin to integrate more advertisements among its various operating systems, with a central emphasis on more advertisements appearing in the operating systems and applications of the iPhone (iOS) and iPad (iPadOS). Gorman claims that the reason for the increase in the amount of advertisements is Apple’s unsurprising desire to make more money, and he even defined its new efforts in the field as part of the search for “its next big revenue engine”.
So far, Apple’s advertisements have appeared mainly within its app store, in the stock and news apps, as well as in some of the content areas of the iPhone, iPad and Mac. At the same time, in recent times the company has begun to expand the appearance of advertisements to other applications and services on its behalf, including the Apple TV Plus service. It is worth noting that those advertisements are often advertisements related to the system in which they are displayed – for example, advertisements in the App Store will often be advertisements for recommended applications and not “normal” advertisements.
Now, Apple aims to significantly increase the amount of advertisements that iPhone users will receive, this following the company’s desire to increase its profits from those advertisements. Todd Tarsi, the vice president in charge of advertising platforms at Apple, said that the advertisements bring Apple close to 4 billion dollars a year, and that he aims to “grow the business significantly”, with the aim of increasing the profits to a “double-digit” number.
Either way, Apple seems to be trying to cram as many ads into as many platforms as possible, while ironically trying to maintain its image as the undisputed queen of privacy. Criticism of her new moves, one can assume, will not be long in coming.