https://arstechnica.com/gadgets/2022/08/report-apple-is-exploring-in-app-ads-for-maps-podcasts-books-and-beyond/

Apple is looking into significantly ramping up its ads business, according to Bloomberg reporter Mark Gurman, and has already internally explored adding ads to the iPhone's Maps app, with other potential expansions also on the horizon.

The shift may be driven in part by a recent change within the company's reporting structure: Gurman wrote in his email newsletter this week that Apple advertising VP Todd Teresi began reporting directly to Apple services head Eddie Cue a few months back. He also wrote that Teresi plans to increase Apple's advertising revenue from $4 billion annually to billions in the double digits.