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Apple is set to expand ads to new areas of your iPhone and iPad in search of its next big revenue driver. Also: The company slows its pace of acquiring startups, and Peloton embarks on a major overhaul.
Last week in Power On: Apple’s delay of iPadOS 16 and Stage Manager keeps the focus on the iPhone 14.
Before even talking about how Apple Inc. could expand its advertising business, I need to address the elephant in the room: how the company’s privacy efforts have stymied third-party advertising on its platform.
Last year, Apple launched a feature called App Tracking Transparency, or ATT. It allows consumers to decide whether apps can track them across other applications and websites—a key way for marketers to gather data and then serve up more relevant ads. Typically, the better the ad, the more money it generates.
The feature is perfectly reasonable, and I can’t fault Apple for adopting it. Users should be able to choose whether they want to be tracked. And yet, there’s no denying that ATT has created some collateral damage: a major revenue hit for companies big and small.
You may not feel too bad for social media giants like Meta Platforms Inc. and Snap Inc. that have claimed to have lost billions of dollars as a result of Apple’s changes, but smaller developers also say the feature has upended their businesses.
www.bloomberg.com
Last week in Power On: Apple’s delay of iPadOS 16 and Stage Manager keeps the focus on the iPhone 14.
Before even talking about how Apple Inc. could expand its advertising business, I need to address the elephant in the room: how the company’s privacy efforts have stymied third-party advertising on its platform.
Last year, Apple launched a feature called App Tracking Transparency, or ATT. It allows consumers to decide whether apps can track them across other applications and websites—a key way for marketers to gather data and then serve up more relevant ads. Typically, the better the ad, the more money it generates.
The feature is perfectly reasonable, and I can’t fault Apple for adopting it. Users should be able to choose whether they want to be tracked. And yet, there’s no denying that ATT has created some collateral damage: a major revenue hit for companies big and small.
You may not feel too bad for social media giants like Meta Platforms Inc. and Snap Inc. that have claimed to have lost billions of dollars as a result of Apple’s changes, but smaller developers also say the feature has upended their businesses.
Apple Finds Its Next Big Business: Showing Ads on Your iPhone
Apple is set to expand ads to new areas of your iPhone and iPad in search of its next big revenue driver. Also: The company slows its pace of acquiring startups, and Peloton embarks on a major overhaul.
www.bloomberg.com
