According to the report, Apple may expand its advertising presence to more apps, including Maps, Books, and Podcasts. Maps is definitely a lucrative option, with businesses paying for a spot in search results. Books and Podcasts might be a bit more contentious, though, since users may find ads in these places to be intrusive and, to some extent, invasive. Most ads, after all, work by analyzing the consumption behaviors of users regardless of anonymity.
Gurman also believes that Apple TV+ is another candidate for new ads. Apple could very well offer a cheaper ad-supported tier with a limited selection of content, similar to what Netflix is trying to accomplish. The jury is still out on whether that strategy will be successful in turning ad-tier subscribers into full-paying customers, but it is an avenue that is worth considering.
While expanding its advertising business sounds pretty normal, it does put Apple in a rather precarious situation, at least as far as public perception and government regulation goes. The company was both praised and criticized for its strict App Tracking Transparency policy that put many advertisers at a disadvantage. With its more aggressive ad expansion plans, some of these rivals in the advertising business could claim that Apple was merely setting the stage for its own ad platform, creating a potential monopoly that would let it dictate advertising terms to favor itself. Given how Apple has already been repeatedly accused of monopoly in its App Store, the accusation isn’t without precedent, but Apple could also easily spin it as something that is critical to protecting its users’ privacy and safety.
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