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We see advertising today and every day, from all possible distributions. Even worse is the fact that Apple will want to squeeze creators and customers for more of their money and time by wanting to multiply their income from advertising. The problem is that we all pay for it because they deploy it in their applications. 

Wikipedia characterizes advertising as usually paid promotion of a product, service, company, brand or idea, typically aimed at increasing sales. With its help, the customer not only learns about the given thing, but the ads can constantly push him until he relents and finally spends some of the crown for the advertised product/service. The Czech language took the word advertisement from the French word "réclamer" (to ask, to demand, to require), which originally meant a trailer at the bottom of a newspaper page.

However, not only the person who commissioned the advertisement (the one who usually signs the advertisement, i.e. the manufacturer or distributor), but also its processor (mostly an advertising agency) and the distributor of the advertisement (e.g. web portal, newspaper, magazine, post office) profit from the advertisement. The funny thing here is that Apple will be featured in almost all cases. Apple is not only a manufacturer but also a distributor. And likewise, he himself benefits from the various advertising he provides. Evidently, the revenues of 4 billion a year from advertising are not enough for him, so he plans to expand it considerably. He wants to get to double digits, so he will have to advertise us 2,5 times more than he does so far. And we're just at the beginning.

But where should he actually apply advertising? It will probably be about its applications, which are quite ideal for this. Except for the App Store, where there are already ads, it should also apply to Apple Maps, Books and Podcasts. Although it shouldn't be anything aggressive, it's obvious that it will push us various content. In the case of podcasts and books, different channels and publications will be advertised, while in Apple Maps it could be restaurants, accommodation, etc.

Why do big companies advertise at all? 

But if you think that this is not very nice from Apple and that it goes against the trend, you will be far from the truth. Advertising within the applications of the given manufacturers is quite common, and for many years it has been practiced not only by Google itself, but also by Samsung. In fact, Apple will only rank alongside them. Samsung Music has ads that look like the next song in your library, or even pop-up ads for other streaming services, despite the Spotify integration. It can be hidden, but only for 7 days, then it will appear again. Samsung Health and Samsung Pay have won banner ads, the same goes for the weather or the Bixby assistant.

Google offers space for advertising because it still costs it a lot of money to provide its "free services", which it needs to cover. The ads you see on Google services help offset the cost of that 15GB of Drive storage, a Google Voice phone number, unlimited Google Photos storage, and more. So you get all this for watching ads. Then there is quite a bit of jargon here, if you really have all of this for free. Displaying an ad is therefore a certain form of payment, you spend nothing but your time.

Smaller players are more friendly 

If you install Google services on your iPhone, which you didn't pay a penny for, and it shows you advertising, it might actually be okay. But when you buy an iPhone, you pay a lot of money for such a device. So why still watch advertising for the fact that you can use equipment and services that you have actually already paid for? Now, when Apple increases the intensity of advertising, you will consume its ads on its devices, in its system and in its applications, with which you will actually pay again, although not with money. We don't have to like it, but we don't care about it any more. The sad thing is that Apple doesn't need it at all, it's just greedy.

At the same time, we know that it is also possible without ads. Other phone manufacturers provide essentially the same services, just under their banner, without subsidizing them with ads in their native apps. E.g. OnePlus, OPPO, and Huawei have weather apps, payments, phone apps, and even health apps that don't show any ads. Sure, some of these OEMs come with pre-installed bloatware like Facebook, Spotify, and Netflix, but that can usually be turned off or uninstalled. But not Samsung ads (at least not completely). And Apple is likely to line up alongside him. 

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