Adding more ads to your iPhone is likely to happen soon

The iPhone and other Apple devices may eventually come pre-installed with ads for Maps, Books, and Podcasts. 

Apple has internally tested search ads in Maps, which could show recommendations when you search for restaurants, stores, or other nearby establishments, according to Bloomberg's Mark Gurman.

Similarly, Apple's App Store advertises apps based on search queries, such as 'puzzle games' or 'photo editor.' Gurman noted that ads on Maps could work in much the same way, where businesses pay to appear on top of search results.

Apple could also add ads to its native Podcasts and Books apps, Gurman believes. Alternatively, publishers could pay to promote their content higher in search results by placing ads inside apps. Podcasts, Books, and Maps are currently ad-free.

It has been reported by 9to5Mac, Apple Insider, and MacRumors that Apple plans to expand advertisements to the Today tab and app download pages, in addition to the Search tab. 

A 9to5Google report says ads on the Today tab will appear as larger cards with the word 'Ad' underneath the app name, while ads on individual app pages will appear highlighted in blue in the 'You Might Also Like' section.

He mentions Apple TV Plus's potential for advertising, too, and says it may create an ad-supported tier at a lower price point, as Netflix and Disney Plus expect to do by this winter. Currently, Apple TV Plus offers ad-free subscriptions for $4.99.

The App Store first introduced ads in 2016, as well as Stocks and News apps that display apps. In compliance with the App Tracking Transparency policy, which cost social platforms billions of dollars, the company began asking users whether to enable Personalized Ads on these apps.

ATT allows users to disable the tracking tools advertisers use to display targeted ads. The business has been forced to reconsider its advertising strategies as a result, contributing to Apple's overall advertising growth. 

The data submitted by Insider is based on data gathered by Omdia, a research firm. Apple's ad business grew 238 percent to $3.7 billion in 2021, according to the research firm.

It could be a sign that Apple is looking to expand its advertising business even further by opening up more ad slots on its App Store, Maps, and Podcasts. 

Apple's senior vice president of services, Eddy Cue, reportedly plans to restructure Apple's services business to focus more on streaming and advertising, according to a May report from Insider. 

A 12 percent increase in revenue was reported in Apple's services arm last quarter, which includes advertising and subscriptions.