Apple Aims to Launch More Ads in the App Store by the Holidays

If past performance is anything to go by, the new ads will drive a huge amount of customers to new iOS apps.

For the 2022 holidays, Apple is giving the gift of more ad slots in its App Store. According to a message sent to developers, new ad placements to help app developers promote their software will be arriving “this holiday season.”

That’s good news for many developers whose apps are getting worse results since Apple introduced tougher App Store privacy policies in 2021.

But that also means that Apple is now solving a problem that it kinda created, while making a lot of money in the process — a fact that isn’t going unnoticed among many critics of the company’s data policies.

More App Developer Ads

The full message to developers revealing the upcoming ad slots has been posted to Twitter, giving an insight into the upcoming change.

The new slots include a Hero placement in the Today tab as well as app recommendations on app pages. This is the first conformation that the ad slots are coming this year, though we did get an advance warning about them last month.

Despite a few rumors, there aren’t any ads on iPhone lockscreens (yet, at least).

Up until now, developers just had two ad slots in the App Store: One in the Search tab and one inside the Search results page. With the new update, users will find ads on a few additional tabs in the app. If past performance is anything to go by, they’ll drive a huge amount of customers to any apps that buy them.

So Why Are Critics Mad?

Granted, users don’t tend to love ads. But in this case, the ads come after developers have faced a rough year, due in large part to Apple’s 2021 privacy settings.

Termed App Tracking Transparency (ATT), these settings gave iPhone users the power to decline to share their unique ID with app developers, cutting the developers off from tracking the performance of their own ads. It’s the same change that Meta recently claimed had lost Facebook over $10 billion.

The ATT was received well at the time, given that it offered up far more data transparency in our modern tech-dependant world. And given how many iPhone users opted not to share their data, it’s clear that the choice to keep user data private was a popular one.

Now, though, some are arguing that Apple was playing the long game all along, and now stands to earn billions directly from app developers themselves.

If profits are really the driving force behind Apple’s last few years of championing data privacy and transparancy, the story is yet another brick in the wall of corporate control that has defined Silicon Valley tech giants ever since their rise to power.

Did you find this article helpful? Click on one of the following buttons
We're so happy you liked! Get more delivered to your inbox just like it.

We're sorry this article didn't help you today – we welcome feedback, so if there's any way you feel we could improve our content, please email us at

Written by:
Adam is a writer at and has worked as a tech writer, blogger and copy editor for more than a decade. He was a Forbes Contributor on the publishing industry, for which he was named a Digital Book World 2018 award finalist. His work has appeared in publications including Popular Mechanics and IDG Connect, and his art history book on 1970s sci-fi, 'Worlds Beyond Time,' is out from Abrams Books in July 2023. In the meantime, he's hunting down the latest news on VPNs, POS systems, and the future of tech.
Explore More See all news
Back to top