## Apple is Expanding Advertising Across its Services
Apple is increasingly focused on growing its advertising business, which is a meaningful revenue stream alongside app sales and in-app purchases. The company profits from every transaction on the App Store and from selling ad space to businesses aiming to reach its vast user base. While App Store ads have been present for some time, their prevalence has been steadily increasing.in 2022, Apple added ads to the Today tab, a section already featuring editorial content that also functions as marketing. Further expansion is planned, with reports from bloomberg indicating ads will be introduced to Apple Maps.
In April 2025,Apple rebranded its advertising platform from Apple Search Ads to Apple Ads. This move signals a broader ambition to expand advertising opportunities for partners across its ecosystem. Apple’s extensive device base – billions of devices with pre-installed default apps – represents highly valuable advertising real estate.