citing foreign tech media The Infomation reports that Apple is internally divided over the issue of putting more ads on the iPhone. Some Apple employees responsible for the advertising business believe that showing more ads to iPhone users will ruin the quality experience they have been providing to customers for a long time.
In this lengthy article, The Infomation takes a detailed look at how Apple’s advertising team operates and its internal concerns about the future of its advertising business. The Infomation also prohibits internal employees from using keywords of character when talking about the company’s advertising business.
For example, Apple internally believes that salespeople should use “audience refinement” instead of “targeting,” “platform” instead of “algorithm,” and “competitor keywords” and “brand defense” instead of “conquest.
Apple wants employees to use language appropriate for Apple’s products and that terms such as “positioning” do not apply because Apple does not allow advertisers to target specific users. According to the company, Apple does not allow advertisers to target people with fewer than 5,000 users in order to protect user privacy.
In the past few weeks, developers, customers and Apple’s critics have disapproved of expanding its ad placements in the App Store. The report also shows that Apple plans to introduce ads in Apple Maps and Apple TV+. The report cites a person familiar with the matter as saying that even if it expands ads, Apple has no ambition to grow its ad business to the scale of Meta or Google.
