Apple is beginning to build its own ad empire just as its iPhone privacy crackdown weakens key ad-supported rivals.
The big picture: In the middle of a broader downturn in the online ad market, Apple’s move to limit the way apps track user behavior kneecapped competitors like Meta, even as users embraced it.
Why it matters: Apple has long touted a privacy and security advantage for its products over alternatives like Google's Android and Microsoft's Windows. But the simultaneous rollout of Apple's ad expansion and privacy changes has stoked criticism and could draw the attention of antitrust regulators.
Driving the news: Apple is planning to expand its advertising business significantly by placing more ads directly on users' devices, Bloomberg reports.
The expansion would include bringing ads to more of Apple's own apps on iPhones and iPads, including Apple Maps.
Between the lines: The company has reportedly begun to reorganize its services team — the internal division responsible for making money from apps, media and other "soft" products — to cushion its business as growth slows in hardware sales.
By the numbers: Last quarter, Apple said it made $19.6 billion from services like advertising, the App Store, Apple Music, iCloud, Apple News, Apple TV+ and Apple Pay — representing nearly 25% of its quarterly revenue.
In the same quarter five years ago, services represented just 13% of Apple’s overall revenue.
Apple doesn’t break out how much of its services revenue comes from...
Read Full Story: https://www.axios.com/2022/08/21/apple-advertising-privacy-tracking-iphone
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