Apple could eventually bring ads to more of the apps that come pre-installed on the iPhone and other Apple devices, including Maps, Books and Podcasts.

According to a Bloomberg report by Mark Gurman, Apple has piloted search ads in Maps, which would enable restaurants, store, or business recommendations depending on your searches.

A similar advertising model is already implemented on the App Store: Developers can pay to have their apps promoted upon searching, for instance, “puzzle games” or “photo editor.”

Gurman notes that ads on Maps can work the same way: Businesses can appear at the top of search results when users punch in certain keywords. He, furthermore, believes that Apple could introduce ads to its Podcasts and Books apps as well, allowing publishers to place ads, or to pay to render their search content more salient.

Maps, Podcasts and Books are currently ad-free.

Gurman also mentions the potential for ads on Apple TV Plus, revealing that Apple could create a lower-priced ad-supported tier, which is something that both Netflix and Disney Plus plan to execute later on in 2022. For the time being, Apple TV Plus has a $4.99/month ad-free subscription plan option.

According to Insider-obtained data from research firm Omdia, Apple’s advertising business grew 238% to $3.7 billion in 2021.

Apple’s latest move to include more ad slots in Maps, Podcasts and Books could signal the tech giant’s ambitions to expand its advertising business more and more. Apple’s services arm, which includes advertising and beyond, increased 12%  in revenue last quarter.

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