Is Apple laying the groundwork to expand its advertising business?
Maybe.
An update to Apple’s Ads Terms of Service, spotted by @Thomasbcn, essentially changes the language describing where Apple can distribute ads. Rather than limiting distribution to Apple-owned apps and devices, the updated terms now reference delivery across “devices, operating systems, software or web applications, or other platforms or properties.”
The changes go into effect at the of the month.
Why This Matters:
If Apple eventually extends ads/ad delivery beyond its own properties, it would mark one of the biggest shifts in its advertising strategy since the original iAd effort.
Still, some caution is warranted, obviously. This is purely (fun) speculation, not confirmation that Apple is launching a broader ad network. Legal language is often written broadly to provide flexibility and cover future use cases.
Even so, it’s a change worth watching given Apple’s growing advertising ambitions, ongoing AI investments, and the irony that it’s making this move while continuing to position itself as a privacy-first company that’s critical of much of the digital ad ecosystem.
Experts React:
Adtech analyst and investor Eric Seufert, of course, has great insights here. Quick snippet:
“The most plausible explanation for the change Apple has made to its Advertising Terms of Service is that the company plans to expand Apple Ads to third-party, non-Apple-owned surfaces: the updated language in the terms gives Apple broad latitude to place Apple Ads on apps, websites, and platforms that it doesn’t operate. This would be a dramatic departure from the current Apple Ads operating model…”
Our Take:
Every few years, speculation resurfaces that Apple is about to make a much bigger push into advertising. So far, those predictions haven’t materialized, even though there have been occasional signals that something bigger could be coming. This time, however, there’s an actual change to Apple’s Terms of Service that at least gives people something concrete to point to.
It’s also worth wondering whether ChatGPT is changing expectations around advertising. If consumers are willing to accept ads inside a conversational AI experience, perhaps Apple sees an opportunity to bring premium advertising beyond its own properties in a way that still aligns with its brand. That’s a big leap from a TOS update, but it’s an interesting possibility to consider.
