The news: Apple has long had a behind-the-scenes effect on advertising as the owner of iOS, but in 2022 it made a mark in a different way. The company known for sleek hardware and software made a full-blown pivot into digital services and advertising with it, launching a slate of ad channels and placements and toying with bringing ads to Apple TV+.
New category on the block: The iPhone has long been Apple’s biggest moneymaker, and it still is, but the Services category took center stage in 2022 and is where Apple’s advertising revenues reside.
Dawn of the new ad giant: With its walled garden of billions of iOS users and sleek brand, Apple stands to benefit tremendously from challenging Google and Amazon’s search dominance, especially since the two leaders are facing more government scrutiny than ever.
Challenges: Apple’s shot at advertising dominance hasn’t gone unnoticed by consumers and competitors. The company risks tarnishing its UX-first reputation by introducing too many ad placements, and companies hurt by its AppTrackingTransparency (ATT) change are eyeing legal challenges.
Our take: Apple’s impact on advertising is nothing new. As the creator of iOS, the company owns the keys to a user base of over one billion users; changes like ATT have had a ripple effect across the digital advertising world.
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