News hardware Apple is changing its advertising system and it won’t please everyone
Published on 26/10/2022 at 11:25
The advertising business is so juicy that Apple wants to overhaul the way its apps display ads. And as often, when we talk about this subject, it is the users who are likely to suffer greatly.
Starting Tuesday, Apple is giving advertisers the ability to place ads on the App Store’s main “Today” tab and in the “You Might Also Like” section at the bottom of App Store pages. This novelty (which we would have done well without) is deployed in all countries where the service operates, with the exception of China.
Advertising on the App Store: future sworn enemy of users
Ads in the App Store have been around for a long timehowever, these were limited to the “Search” tab and the “Suggestions” section of the Store. Until now, in the “Today” tab, we found “real” app recommendations, which were accompanied by reviews, tips and tricks.
With this change, the “Today” tabwhich was reserved for the meticulous work of the editorial team, will now give a space dedicated to advertisers and therefore to those who pay to be included. If we trust Apple’s statements to these users, here is what should happen: “With the announcements of the “Today” tab, your application can appear prominently on the home page of App Store, making it one of the first pieces of content users see when they begin their visit to the App Store. »
The Cupertino firm continues in its communiqué : “The prominence of this location is a good option to promote your app, especially for new creations, special events and seasonal promotions. ” Furthermore, ads will also now appear on an app’s download pagein the “You may also like” tab.
Photo credit: MacRumours
Apple and Tim Cook change their tune for advertising
According to MacRumorsjurist Florian Mueller points out in a tweet that this change could encourage developers to buy ads on their own application pages to prevent other customers (their competitors) from appearing there.
This situation brings us back to what Tim Cook said in 2018: “We could make a ton of money if we monetized our customers. If our customers were our product. We chose not to. As we can see, things are changing and Apple product advertising may increase over time.
If we refer to Bloomberg’s Mark Gurman analysisthe Cupertino company has set itself an ambitious objective for its advertising activity – which currently bills around $4,000 million a year – that of tripling its revenue to reach, at least, 10,000 million dollars a year.
Achieving this goal will not be an easy task. And to do this, Apple could extend its advertising policy to other applications in its ecosystem, such as Maps, Books, and Podcasts. Also note that Apple lets you choose whether or not to disable targeted ads, without allowing you to permanently remove these ads.