Report Reveals Apple Employees Internally Unhappy With Plans to Show More Ads to iPhone Users

A new report has revealed internal disagreement within Apple, causing some employees who work on the company's ads business to raise concerns that showing more ads to iPhone users ruins the premium experience that's been long offered to its customers, The Information reports.

App Store Ads
The lengthy report by The Information takes a deep dive into how Apple's ads team operates and internal concerns that the company's already growing ads business is going too far. According to the report, for example, Apple's ads salespeople are forbidden from using specific keywords when talking about the company's ads business. Salespeople should use "audience refinement" instead of saying "targeting," "platform" instead of "algorithm," and "competitor keywords" and "brand defenses" instead of "conquesting."

An Apple spokesperson, responding to the list of forbidden words, told The Information that the company wants employees to use language that is appropriate to Apple's offerings and that terms such as "targeting" do not apply since Apple doesn't let advertisers target specific users. Apple does not allow advertisers to target a demographic of less than 5,000 users to safeguard user privacy, according to the company.

While publicly, Apple displays a unified front on ads, especially those in the App Store meant to help developers gain more users and customers discover more apps, internally, employees are less than satisfied with the current approach. In internal chatrooms, at least seven employees who worked on Apple's ads team voiced concerns that the company is going too far in its ads business and will damage the premium experience of using an ‌iPhone‌. The report reveals that in 2018, Apple had plans to show users ads in Spotlight search on iOS, but it was reportedly abandoned after possible internal backlash.

Some managers within Apple's ads department previously pushed salespeople to pitch ad opportunities to different companies using keywords that were less relevant to their apps but that were less expensive than other keywords, according to the report. The requests from managers often made salespeople uncomfortable, adding to the fact that Apple's ads team did not have access to contact information or financial details about developers on the ‌App Store‌, alienating them further.

In the last few weeks, developers, customers, and critics of Apple have all voiced disapproval of the company's plans to expand its ads footprint in the App Store. Reports also suggest Apple plans to introduce ads in Apple Maps and Apple TV+. Even with the expansion in ads, Apple has no ambition to grow its ads business to the size of Meta or Google, according to a person familiar with the matter cited by the report.

But inside Apple there doesn't currently seem to be much appetite for goals that big. One person familiar with Apple's ad business said the company doesn’t harbor ambitions to compete at the same level as Meta and Google in digital advertising, nor does it plan to build an advertising network similar to those of its rivals that would serve ads to users outside its own apps and services. The person said ad executives are pleased with revenue growth based on Apple's existing ad spots and don’t plan to significantly increase the number of ads on iPhones to meet growth targets.

In the meantime, Apple has paused ads on the App Store for specific categories after a botched roll-out last month, and the company has not formalized plans to expand ads into other services. According to Bloomberg's Mark Gurman, Apple's advertising chief Todd Teresi wants to more than double Apple's current revenue from its ads business to $10 billion annually, up from the current $4 billion.

Popular Stories

Apple Watch Ultra Night Mode Screen

Apple Watch Ultra 3 Launching Later This Year With Two Key Upgrades

Wednesday July 2, 2025 1:13 pm PDT by
The long wait for an Apple Watch Ultra 3 appears to be nearly over, and it is rumored to feature both satellite connectivity and 5G support. Apple Watch Ultra's existing Night Mode In his latest Power On newsletter, Bloomberg's Mark Gurman said that the Apple Watch Ultra 3 is on track to launch this year with "significant" new features, including satellite connectivity, which would let you...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro Coming Soon With These 14 New Features

Friday July 4, 2025 1:05 pm PDT by
Apple's next-generation iPhone 17 Pro and iPhone 17 Pro Max are just over two months away, and there are plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models. Latest Rumors These rumors surfaced in June and July:Apple logo repositioned: Apple's logo may have a lower position on the back of the iPhone 17 Pro models, compared to previous...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro Max Battery Capacity Leaked

Thursday July 3, 2025 5:40 am PDT by
The iPhone 17 Pro Max will feature the biggest ever battery in an iPhone, according to the Weibo leaker known as "Instant Digital." In a new post, the leaker listed the battery capacities of the iPhone 11 Pro Max through to the iPhone 16 Pro Max, and added that the iPhone 17 Pro Max will feature a battery capacity of 5,000mAh: iPhone 11 Pro Max: 3,969mAh iPhone 12 Pro Max: 3,687mAh...
iPhone 17 Pro Lower Logo Magsafe

iPhone 17 Pro's New MagSafe Design Revealed in Leaked Photo

Wednesday July 2, 2025 8:37 am PDT by
The upcoming iPhone 17 Pro and iPhone 17 Pro Max are rumored to have a slightly different MagSafe magnet layout compared to existing iPhone models, and a leaked photo has offered a closer look at the supposed new design. The leaker Majin Bu today shared a photo of alleged MagSafe magnet arrays for third-party iPhone 17 Pro cases. On existing iPhone models with MagSafe, the magnets form a...
airpods pro 2

AirPods Pro 3 to Help Maintain Apple's Place in Earbud Market Amid Increasing Low-Cost Competition

Thursday July 3, 2025 7:25 am PDT by
Apple's position as the dominant force in the global true wireless stereo (TWS) earbud market is expected to continue through 2025, according to Counterpoint Research. The forecast outlines a 3% year-over-year increase in global TWS unit shipments for 2025, signaling a transition from rapid growth to a more mature phase for the category. While Apple is set to remain the leading brand by...
Wi Fi WiFi General Feature

iOS 26 Adds a Useful New Wi-Fi Feature to Your iPhone

Wednesday July 2, 2025 6:36 am PDT by
iOS 26 and iPadOS 26 add a smaller yet useful Wi-Fi feature to iPhones and iPads. As spotted by Creative Strategies analyst Max Weinbach, sign-in details for captive Wi-Fi networks are now synced across iPhones and iPads running iOS 26 and iPadOS 26. For example, while Weinbach was staying at a Hilton hotel, his iPhone prompted him to fill in Wi-Fi details from his iPad that was already...
iOS 18

Apple Releases Second iOS 18.6 Public Beta

Tuesday July 1, 2025 10:19 am PDT by
Apple today seeded the second betas of upcoming iOS 18.6 and iPadOS 18.6 updates to public beta testers, with the betas coming just a day after Apple provided the betas to developers. Apple has also released a second beta of macOS Sequoia 15.6. Testers who have signed up for beta updates through Apple's beta site can download iOS 18.6 and iPadOS 18.6 from the Settings app on a compatible...

Top Rated Comments

LeeW Avatar
35 months ago
I mean a longstanding view held by many Apple users is paying a premium for the lack of ads. It's not a step in the right direction.
Score: 89 Votes (Like | Disagree)
Realityck Avatar
35 months ago

A new report has revealed internal disagreement within Apple, causing some employees who work on the company's ads business to raise concerns that showing more ads to iPhone users ruins the premium experience that's been long offered to its customers, The Information ('https://www.theinformation.com/articles/inside-apples-love-hate-relationship-with-its-4-billion-ads-business?rc=583sff') reports.
That’s good news, as I can’t stand ads. I don’t mind the occasional email from Apple pitching their services, but placing ads in the new weather app for example is just wrong.
Score: 73 Votes (Like | Disagree)
t0rqx Avatar
35 months ago
Does not take a genius to figure that out. No ambition to grow as META or Google? Money is driving the company now. This is Sculley 2.0 and we all know how that went.
Score: 48 Votes (Like | Disagree)
singularity0993 Avatar
35 months ago
Incredibly shortsighted decision. Can’t believe the most valuable company in the world is still aiming for fast money.
Score: 42 Votes (Like | Disagree)
thosmatthews Avatar
35 months ago
More ads that were intrinsic to the OS would be one of the few things to lever me out of the Apple ecosystem.
Score: 41 Votes (Like | Disagree)
ashdelacroix Avatar
35 months ago
There should be zero ads on a platform sold to us as being the very opposite of the revenue model used by the likes of Google and Facebook. Apple needs to be reminded of its core values. Apple is now fully in the grip of the operations division rather than the design division. No wonder the design team is losing people. Jony Ive's departure is making more and more sense.
Score: 36 Votes (Like | Disagree)