The news: Apple may soon launch ads on Apple Maps and its owned storefronts beyond the App Store as it seeks to aggressively expand its advertising business from $4 billion to “the double digits,” Bloomberg reports.
The maps opportunity: Map ads will allow Apple to tap into revenues from both small and national brands, but just how much of the map market does Apple own?
Competition can be a good thing: Apple isn’t interested in maps dominance—its sights are set on the ad market. Google’s market share and maps ads can also help Apple bat away accusations that its growing ad business is monopolistic.
No big deal: If Apple Maps is trailing behind Google, it stands to reason that the introduction of ads could further stifle its growth. But consumers might not care that much about ads being brought to maps, or any other Apple service.
The big takeaway: Competitors and regulators are still wary about Apple’s ad business, but steep competition in maps makes it safe territory for Apple to expand into without competitors or consumers taking issue.
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