Apple is planning to show more advertisements in their apps, according to Bloomberg-editor Mark Gurman. Apple already tested the new ads in the maps-app on the iPhone and is planning to expand the ads to other apps soon.

Just like Google, Apple shows paid positions on certain search results in the Maps-app. Apple also shows ads in apps such as Apple Books and Apple Podcasts. In addition, Apple is planning to show ads in Apple TV+ soon. Apple uses user data in order to show interesting advertisements. Users can disable the sharing of user data themselves. 78 percent of iOS 15 users already disabled this.

Apple is already showing ads in News, Stocks and the App Store. These ads earn Apple a total of $4 billion annually. Apple wants to grow this amount to 10 billion dollars in the coming years by expanding the ads to other apps.