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Your iPhone may soon have more ads

Apple may eventually place ads in more apps preinstalled on your iPhone and other Apple devices, including Maps, Books, and Podcasts. According to a report by Mark Gurman of Bloomberg, Apple has internally tested Search Ads in Maps, which can show recommendations when you search for restaurants, stores, or other nearby businesses .

Apple has implemented a similar advertising model on the App Store, as developers can pay to have their apps promoted on search pages for specific queries, such as “benefit” Smart Game” or “Photo Editor”. As Gurman points out, ads on maps can work in the same way, with businesses paying to appear at the top of search results when users enter certain search terms.

Gurman believes Apple could also introduce ads in its native Podcasts and Books apps. This might allow publishers to place ads in each app’s area, or pay to have their content rank higher in search results. Just like Maps, Podcasts, and Books currently have no ads.

While the App Store already has ads on the Search tab, Gurman expects Apple to expand ads to the Today tab and app download pages, Tracking from 9to5Mac, Apple Insider and MacRumors. According to 9to5Google, ads on the Today tab will appear as larger cards with the word “Ads” below the app name, while ads on individual app pages will start with The “You might also like” section is highlighted in blue.

Gurman also mentioned the potential for advertising on Apple TV Plus, saying the company could choose to create a lower-priced ad-supported tier, Both Netflix and Disney Plus plan to make it happen by the end of the year. Right now, Apple TV Plus only offers an ad-free subscription plan for $4.99 a month (though it has started showing ads during Friday Night Baseball Live).

Apple first introduced ads on the App Store in 2016 and featured apps on its Stocks and News apps. Last September, the company began asking users if they wanted to enable personalized ads that appeared on those apps to comply with its own App Tracking Transparency (ATT) policy, which has cost the social platform billions of dollars.

ATT gives users the option to disable tracking tools used by advertisers to display targeted ads. It may have contributed to the overall growth of Apple’s advertising industry, as it has companies scrambling to rethink their advertising strategies. Apple’s advertising business will grow 238% to $3.7 billion in 2021, according to data obtained by Insider from research firm Omdia.

Apple’s move to open up more ad spots on its App Store — possibly on maps, podcasts and books — could be a sign that Apple is looking to expand its advertising business. In May, a report from Insider revealed that Apple’s senior vice president of services, Eddy Cue, reportedly plans to restructure Apple’s services business to focus more on streaming and advertising superior. Apple’s Services segment, which includes advertising and various subscriptions, saw revenue rise 12% last quarter.

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