Apple has slowly made ads a part of its business model in order to boost revenue. You might have noticed them already while scrolling through stories in News, or when looking for a new game on the App Store. Even the Wallet app has blasted users with notifications when Apple TV has a new movie out. It's an odd dichotomy: At a time when Apple's MacBooks have never been an better overall value, the company's software is beginning to feel less user-first than ever.
Gurman says Apple's plan here is to make the experience better than other navigation apps that offer similar ads (I immediately think of Waze, which will show ads for restaurants and businesses whenever you stop the car) and will use AI to deliver more relevant ads to the user—though Apple's AI tech leaves something to be desired.
Still, the principle of Apple adding more ads onto an inherently expensive experience leaves a bit of a sour taste in my mouth. I personally prefer other navigation apps to Apple Maps, but Apple's app has seemed like a solid choice in recent years, especially in terms of privacy. Adding ads to the mix changes that, and not only cheapens the experience, but makes me question what Apple plans on doing with my navigation and location data here. I would hope the company that makes one of the only somewhat private streaming boxes on the market would find a way to keep Maps private while serving ads, but only time will tell.
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