Shulou(Shulou.com)11/24 Report--

CTOnews.com, Aug. 14, in the latest issue of Power On, Bloomberg Mark Gurman gives some of his predictions for Apple.

He believes Apple is ready to expand advertising into more areas of iPhone and iPad to find the next important source of revenue. In addition, the company has slowed down its acquisition of startups, and Peloton has begun to make major reforms.

CTOnews.com learned that Apple introduced a feature called "App Tracking Transparency" last year that allows consumers to decide whether App can track them on other apps and websites.

He pointed out that Apple's privacy measures prevent third parties from placing ads on its platform, but this function is very reasonable, even though ATT has caused some collateral damage while cracking down on third-party advertising, causing other companies, large and small, to be hit hard.

Social media giants such as Meta and Snap claim to have lost billions of dollars to Apple's new privacy policy, while some smaller developers say the feature has upended their businesses.

Speaking of which, Gurman pointed out that over time, Apple will significantly expand its advertising business.

Simply put, Apple's current advertising programs include ads in its news and stock App, as well as App Store ads in iPhone, iPad and Mac. In addition, there are search ads similar to Google in App Store.

In addition, Apple recently placed ads in its TV+ for the "Friday night baseball" (Friday Night Baseball) agreement with Major League Baseball.

He points out that some users may hate Apple placing ads in its own app, since the iPhone is considered a high-end phone. Suppose you spent $1000 or more on a phone, would you be happy that Apple squeezed more money out of you with advertising?

Of course, there are some Apple fans who don't care about this and even persuade others to be magnanimous. After all, Apple's ads are of higher quality and are not relatively unacceptable compared to Google, Meta or even that kind of loan App.

Apple is also said to have recently added some ads to its news app Today, but the exact rules are unclear. In addition, Apple allows publishers to advertise in their stories. But I have to mention here that there will be ads even if you subscribe to News+,Today for $10 a month.

Of course, it is normal to see ads in today's society, especially on the Internet, but there were few such ads in paid services on iOS in previous years.

In 2011, when Steve Jobs (Steve Jobs) announced the launch of iCloud, he happily announced to the world that there would be no advertising for his iCloud. Although, this sentence is no longer valid.

Another ironic detail is that Apple uses other services and your Apple ID data to decide which ads to put. "this doesn't look like a privacy priority policy," Gurman quipped.

It's worth mentioning that although most App will have ads, you can actually disable advertising personalization. Apple says 78 per cent of iOS 15 users have already done so, but the system still acquires and uses private data such as carriers, devices and what you read.

At this point, you might ask, why doesn't Apple App need permission to track users through pop-up messages? In fact, this is what ATT is for.

Apple said the reason is that the system "will not track you on other companies' App and websites". This is the original intention of ATT. If an App doesn't try to track external applications and websites, it doesn't need to ask your pop-up window if it agrees.

On App Store, Apple has suggested App that users might be interested in in its "suggestions". In addition, Apple will expand its ads to Today and third-party App download pages.

Some users think that this is not an advertisement, but in fact, it is a paid service. For example, when users search the store for words such as "racing" or "basketball", developers can pay for their apps to appear in your results.

Gurman believes Apple will eventually expand search advertising to other App such as maps, as well as areas such as Apple Books and Apple Podcasts, and even TV+ can generate more ads (as Netflix does).

Having said that, he doesn't think Apple will re-enter the third-party App advertising business any time soon. At least since Apple last tried and failed on the iAd (in 2010), Apple has not shown this intention.

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.