Gurman: Apple is expanding advertising into the iPhone/iPad, but it won't touch third-party apps for now
On the latest issue of Power On, Bloomberg's Mark Gurman offers some of his predictions for Apple.
He believes Apple is ready to expand advertising into more areas of the iPhone and iPad to find its next big revenue stream. The company has also slowed its pace of acquiring startups, and Peloton has embarked on a major overhaul.
Apple last year introduced a feature called "App Tracking Transparency" that allows consumers to decide whether an App can track them on other apps and websites, IT House has learned.
He points out that Apple's privacy measures discourage third-party advertising on its platform, but it makes perfect sense, even if ATT's crackdown on third-party advertising does some collateral damage, causing other companies, large and small, to take a big hit.
With that said, Gurman pointed out that Apple will expand its advertising business significantly over time.
In brief, Apple's current advertising program includes ads within its News and Stock apps, as well as ads in the App Store for iPhone, iPad and Mac. There are also Google-like search ads in the App Store.
In addition, Apple recently placed ads in TV+ for its "Friday Night Baseball" deal with Major League Baseball.
He noted that some users might resent Apple putting ads in its own apps, since the iPhone is considered a high-end phone. If you spent $1,000 or more on a phone, would you be happy if Apple squeezed more money out of you with ads?
Of course, some Apple fans don't care about this, and even try to persuade others to be more generous. After all, Apple's ads are of higher quality than those of Google, Meta or even loan apps, which is not unacceptable.
Apple is also said to have recently added some ads to the Today news app, though the rules are unclear. In addition, Apple allows publishers to advertise in their stories. But it should be noted that even if you pay $10 a month for a News+ subscription, Today still has ads.
Of course, it's normal to see ads in today's society, especially online, but in the past few years paid services on iOS have rarely seen such ads.
When Steve Jobs announced iCloud in 2011, he gleefully told the world that there would be no ads. Although, that phrase is no longer valid.
Another ironic detail is that Apple uses other services and your Apple ID data to decide which ads to run. "That doesn't sound like a privacy first policy," Gurman quipped.
It's worth noting that while most apps have ads, you can actually disable AD personalization. Apple says 78% of iOS 15 users already do this, but the system still captures and makes use of private data like carriers, devices and what you read.
At this point, you might ask, why don't Apple apps ask permission to track users through pop-up messages? And that's actually what ATT does.
The reason, Apple says, is that the system "does not track you on other companies' apps and websites". That's what ATT was designed to do. If an App isn't trying to track external apps and websites, it doesn't need to ask you for consent in a pop-up window.
On the App Store, Apple already hints users about apps they might be interested in in the "Suggestions" section. In addition, Apple will extend ads to the download pages of "Today" and third-party apps.
Some users don't think it's an AD, but it's a paid service. For example, when users search for words like "racing" or "basketball" in the store, developers can pay to have their app appear in your results.
Gurman believes Apple will eventually expand search ads to other apps like Maps, as well as areas like Apple Books and Apple Podcasts, and even TV+ could generate more ads (as Netflix has done).
That said, he doesn't expect Apple to get back into the third-party App advertising business anytime soon. At least not since the last time Apple tried and failed with Iads (2010).