$Apple(AAPL.US)$ is likely to significantly expand its own advertising business, Bloomberg columnist Mark Gurman said in his weekly "Power On" newsletter.
How Apple Displays Ads Currently: Apple currently displays ads inside of its News and Stocks apps as well as inside the App Store, across the iPhone, iPad, and Mac, he noted. The App store also has Google-like search ads, he added.
Gurman also noted that Apple uses ads inside of TV+ for its "Friday Night Baseball" deal with Major League Baseball.
A portion of ad revenue from the News app's Today tab goes to publishers, the Apple writer noted. The Today ads also appear for users availing of the service using a $10 per month subscription.
The company's advertising system uses data from its other services and users' Apple account to decide which ads to serve, which doesn't feel like a privacy-first policy, Gurman said.
A user is allowed to disable the ad personalization feature, but Apple's apps do not ask permission to track users via a pop-up message, he noted. Apple's logic for this is that if a third-party app doesn't track across outside apps and websites, it doesn't need to show a pop-up, he said.
The display ads on the App Store, Gurman said, are currently shown in the search tab in the Suggested panel. This will likely be expanded to the main Today tab and within third-party app download pages, he added.
Future Scope Is Broader: Apple's future ambitions regarding ads are broader, Gurman said. Earlier this year, Apple's advertising teams gained a foothold within the company's services organization, with the ad group's vice president in charge, Todd Teresi, starting to again report directly to services chief Eddy Cue, he noted.
Teresi is targeting to increase revenue from the ad business from the current annual run-rate of $4 billion to double digits, Gurman said. That target requires Apple to step up its efforts.
Gurman expects Apple to eventually expand search ads to Maps and also add them to digital storefronts like Apple Books and Apple Podcasts. He also sees TV+ generating more advertising with multiple tiers.
"That being said, I don't anticipate Apple going back into the business of serving up ads inside of third-party apps—at least not soon," Gurman said.
"Now the only question is whether the customers of Apple—a champion of privacy and clean interfaces—are ready to live with a lot more ads," he concluded.
$苹果(AAPL.US)$彭博社专栏作家表示，该公司可能大幅扩张自己的广告业务马克·古尔曼在他每周一次的《通电》通讯中说。
苹果目前如何展示美国存托股份：他指出，苹果目前在其新闻和股票应用程序以及应用商店内显示美国存托股份，跨越iPhone、iPad和Mac。App Store还提供$Alphabet-A(谷歌)$$Alphabet-C(谷歌)$他补充说，类似谷歌的搜索美国存托股份。
古尔曼还指出，苹果公司在TV+中使用美国存托股份与美国职业棒球大联盟合作推出的《星期五夜棒球》。
这位苹果撰稿人指出，新闻应用程序的Today选项卡的广告收入的一部分流向了出版商。今日美国存托股份的用户还可以每月支付10美元的费用使用这项服务。
古尔曼说，该公司的广告系统使用来自其他服务和用户苹果账户的数据来决定向哪个美国存托股份投放服务，这感觉不像是隐私优先的政策。
他指出，用户可以禁用广告个性化功能，但苹果的应用程序不会通过弹出消息来请求跟踪用户的许可。他说，苹果的逻辑是，如果第三方应用程序不跟踪外部应用程序和网站，它就不需要显示弹出窗口。
古尔曼说，美国存托股份在应用商店的展示，目前显示在建议面板的搜索选项卡中。他补充说，这可能会扩展到主今日标签和第三方应用程序下载页面。
未来的范围会更广：古尔曼说，苹果未来对美国存托股份的雄心更加宏大。今年早些时候，苹果的广告团队在公司的服务部门获得了立足点，广告团队的副总裁总裁负责。托德·特雷西，开始再次直接向服务主管报告艾迪·库伊他指出，这是一件非常重要的事情。
Gurman说，Teresi的目标是将广告业务的收入从目前的每年40亿美元增加到两位数。这一目标要求苹果加大努力。
古尔曼预计，苹果最终会将美国存托股份的搜索范围扩大到地图，并将其添加到苹果图书和苹果播客等数字商店中。他还认为，TV+通过多个层次产生了更多的广告。
古尔曼说：“话虽如此，我并不认为苹果会重返在第三方应用内提供美国存托股份的业务--至少不会很快。”
他总结道：“现在唯一的问题是，作为隐私和简洁界面的捍卫者，苹果的客户是否准备好接受更多的美国存托股份。”
