Apple and advertising: When the user becomes a commodity

I have always provided Camel Apple has positioned itself as a safe haven when it comes to user privacy, while other companies exploit user data by selling it to advertisers or bombarding them with intrusive ads. In return, users have been paying a premium upfront by purchasing Apple devices at premium prices. However, this equation seems set to unravel this year as the company's obsession with advertising has intensified, transforming from a limited presence to a constant element that subtly permeates the user experience. This raises the question: are we still the focus of the iPhone maker's attention, or have we become a product they are trying to exploit in every way possible?

Peg-end strategy

Apple's advertising strategy doesn't involve sudden, dramatic announcements or sweeping changes; instead, the company expands gradually. It began roughly a decade ago with a single ad space at the top of the App Store search results, then evolved to include ads in the News app, the Stocks app, and even Maps. Now, Apple plans to bring even more ads to the App Store.

This strategy is known as the “peg end” or (The Thin End of the WedgeThis is a metaphor for something small that later escalates into a large and unwelcome change. The danger in this strategy lies in Apple testing the limits of its users' patience. If it doesn't encounter fierce resistance, it takes another step forward. This approach is moving slowly but steadily, replacing a sophisticated user experience with an environment reminiscent of websites cluttered with intrusive ads—a stark contrast to the simplicity Apple claims to offer its users.

Poison in honey

Trying to insert ads into search results is like putting poison in honey. When a user searches for a specific app by name, they expect to find it at the top of the list, but Apple's current policy prioritizes whoever pays the most, even if the featured app is far from what the user wants or is simply a knock-off. This not only misleads users but also stifles small, innovative developers with brilliant ideas who lack the massive marketing budgets to compete with the big players. Thus, the App Store transforms from a platform for talent and creativity into an arena for those with the most money.

Is privacy just a slogan?

Apple's financial motivations are easy to understand; reaching a $4 trillion market capitalization requires a constant search for new revenue streams. But this easy money comes at the expense of the company's most valuable asset: customer trust. If Apple were to start employing the same tactics... Google And with other companies relying on advertising, what's stopping users from saving their money and opting for a cheaper Android phone? Apple's competitive advantage has always been its "premium experience," and once that experience is tainted by intrusive ads, the iPhone will lose its status as an "elite" device and become just another smartphone like its competitors.

Finally, if Apple continues on this path and adds even more ads in the coming period, it risks undermining its most important asset and what sets it apart from the competition: treating its users as customers, not commodities or products. This feature alone was enough to make the iPhone the choice of millions of people worldwide. Perhaps it will get away with it this time, but it can't always be so.

Source:

macworld