As is well known, Apple is significantly expanding advertising on its own services. The search ads in the App Store, which initially only covered one placement in the search results, were followed by many other positions. Paid “recommendations” will also start in Apple Maps in these weeks. This causes criticism for various reasons. The argument is often made that you have already purchased expensive hardware, only to then be faced with additional advertising funding. In addition, many platforms that rely on such a model have shown that little care is invested in good results without payment. Operators have a clear interest in convincing customers of “paid search” – and dissatisfaction with normal positioning is a key selling point. Own department for customer acquisition
It has now been announced that Apple is not only introducing advertising for Apple Maps, but is also looking for advertisers much more aggressively. For this purpose, a new department called the “Emerging Team” was founded, whose task is to scout developers and other providers. The team looks after smaller, new, returning or growing advertisers who are not yet major App Store advertisers. According to a report, the aim is to support developers in launching, expanding or reactivating advertising campaigns within Apple’s ecosystem.
Strongly growing importance of advertising in Apple services
Apple’s advertising business remains small compared to Google, Meta or Amazon, but is visibly growing in importance. At the last quarterly conference, CFO Kevan Parekh spoke openly about how important the business was. Instead of using euphemisms like “Recommendations in Apple Maps,” it was clearly stated that they wanted to rely on additional advertising for further growth. Apple is now apparently no longer just waiting for developers to book campaigns themselves, but is also actively approaching potential advertising customers. Of course, other advertising platforms do the same thing, although Apple certainly has a special position as a provider of high-priced hardware.
