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It is likely that Apple intends to increase the amount of advertising that owners of the company's products see. As Bloomberg's Mark Gurman writes, ads could appear in many branded applications on the mobile operating system, as well as on other devices. We're talking about integrated map services, books and podcasts. According to Gurman, Apple has already conducted closed tests of on-screen advertising in Maps, with classic "suggestions" about places of interest near the point of interest.
Advertising will likely work the same way as in other services: search, for example, will show paid results at the top of the list for businesses that want to promote themselves to a wider audience. For books and podcasts, publishers may be allowed to place advertisements in the content. Ads may appear on Apple TV Plus: cheaper subscriptions will handle on-screen advertising.
Apple began experimenting with display ads in 2016. In 2021, according to a report by Omdia, the U.S. company's advertising business grew 238 percent to $3.7 billion. It seems that Apple intends to triple advertising revenue with the new strategy, reaching double-digit figures.
