Apple Has Internally Tested Injecting Ads Into Maps App Search Results

According to Mark Gurman, Apple wants to triple its ad revenue to double-digit figures by expanding its advertising to more apps.

Apple ads can be seen in App Store app searches, where developers pay for promoted spots in results, as well as more standard ads in the News and Stocks apps. During MLB Friday Night Baseball streams, Apple makes money with commercials, but the company wants to expand its ad presence across all of its apps.

According to Gurman in the latest edition of his "Power On" newsletter, Apple's VP of advertising platforms wants to triple current ad revenue, and the first move to achieve that could be to bring ads to the Maps app. According to Gurman, Apple has internally tested adding sponsored spots in Maps search results, which could be the beginning of a larger expansion.

Gurman thinks that Apple could bring ads to the digital storefronts of its Books and Podcasts apps, as well as an even more lucrative revenue driver, if the company provided an ad-supported tier for its TV service.

Apple has already announced it will be expanding its advertising business in the App Store, with new placements coming to the "Today" screen as well as to individual app pages, which will allow developers to pay for slots outside of the search tab and search results for the first time.

However, Apple will be aware that even a gentle creeping into other areas of Apple's software could mar the premium experience that users expect of its devices, as well as leaving it open to increased criticism over its App Tracking transparency framework which has, by some accounts, had a substantial impact on

Competition law in Germany is looking into whether Apple's ATT tracking rules are self-referential to the company or are an impediment to third-party applications. The ATT framework has been accused of benefiting Apple to the detriment of third parties.

The study into the impact of ATT was conducted by the Columbia Business School's marketing division. The study concluded that Apple was unlikely to have seen a significant financial benefit since the privacy feature launched and that claims to the contrary were speculative.