$Apple(AAPL.US)$ 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.
$蘋果(AAPL.US)$彭博社專欄作家表示，該公司可能大幅擴張自己的廣告業務馬克·古爾曼在他每週一次的《通電》通訊中説。
蘋果目前如何展示美國存托股份：他指出，蘋果目前在其新聞和股票應用程序以及應用商店內顯示美國存托股份，跨越iPhone、iPad和Mac。App Store還提供$Alphabet-A(谷歌)$$Alphabet-C(谷歌)$他補充説，類似谷歌的搜索美國存托股份。
古爾曼還指出，蘋果公司在TV+中使用美國存托股份與美國職業棒球大聯盟合作推出的《星期五夜棒球》。
這位蘋果撰稿人指出，新聞應用程序的Today選項卡的廣告收入的一部分流向了出版商。今日美國存托股份的用户還可以每月支付10美元的費用使用這項服務。
古爾曼説，該公司的廣告系統使用來自其他服務和用户蘋果賬户的數據來決定向哪個美國存托股份投放服務，這感覺不像是隱私優先的政策。
他指出，用户可以禁用廣告個性化功能，但蘋果的應用程序不會通過彈出消息來請求跟蹤用户的許可。他説，蘋果的邏輯是，如果第三方應用程序不跟蹤外部應用程序和網站，它就不需要顯示彈出窗口。
古爾曼説，美國存托股份在應用商店的展示，目前顯示在建議面板的搜索選項卡中。他補充説，這可能會擴展到主今日標籤和第三方應用程序下載頁面。
未來的範圍會更廣：古爾曼説，蘋果未來對美國存托股份的雄心更加宏大。今年早些時候，蘋果的廣告團隊在公司的服務部門獲得了立足點，廣告團隊的副總裁總裁負責。託德·特雷西，開始再次直接向服務主管報告艾迪·庫伊他指出，這是一件非常重要的事情。
Gurman説，Teresi的目標是將廣告業務的收入從目前的每年40億美元增加到兩位數。這一目標要求蘋果加大努力。
古爾曼預計，蘋果最終會將美國存托股份的搜索範圍擴大到地圖，並將其添加到蘋果圖書和蘋果播客等數字商店中。他還認為，TV+通過多個層次產生了更多的廣告。
古爾曼説：“話雖如此，我並不認為蘋果會重返在第三方應用內提供美國存托股份的業務--至少不會很快。”
他總結道：“現在唯一的問題是，作為隱私和簡潔界面的捍衞者，蘋果的客户是否準備好接受更多的美國存托股份。”
