Apple’s new ambitions in advertising

So far, advertising in the Apple ecosystem is mainly limited to display in the App Store. Apple

It is testing the extension of advertisements in its ecosystem and is boosting recruitment for this activity.

Job offers are a good leading indicator of a company’s growth ambitions in a business segment. Apple offers more than 210 on its recruitment page. This represents, according to FinancialTimesa quasi-“doubling of its workforce” on digital advertising compared to the team of 250 people in place. In August, Bloomberg also reported an internal experiment to display advertising in the Maps application, in the form of geolocated restaurant or store recommendations. According to the American agency, the vice-president in charge of advertising at Apple, Todd Teresi, would aim to increase the company’s advertising revenues, estimated at 4 billion dollars in 2021 (the company does not precisely publish the revenues linked to this activity), to more than 10 billion. If these figures remain very far from those of Google (209 billion dollars in 2021), Meta (115 billion) or even Amazon (31 billion), the dynamic is cause for concern…

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