Apple appears intent on growing its advertising arm, as reflected in the move to sell its own advertising inventory on Apple News, which is among the most popular news apps in regions including North America, Canada, Australia and the U.K.

The expansion of advertising opportunities on the News App could allow brands another avenue to tap into what is often regarded as a highly engaged audience. While Android still commands a larger share of the global mobile market than iOS, Apple smartphone users account for more mobile value in some ways. Notably, iPhone users engage with apps on their smartphone for nine hours more in a given month than Android users.

A focus on its advertising business comes as Apple attempts to bounce back from a year of slowing hardware sales. The iPhone 16, which promises a slew of artificial intelligence (AI) features as part of the company’s new Apple Intelligence offering, has shown signs of potential in helping Apple recover. Overall iPhone revenue grew 6% in Apple’s fiscal fourth quarter of 2024. Still, the company on a call with analysts shared that it expects total company revenue to grow low to mid-single digits during its current quarter.

The latest move from Apple also comes as it continues to focus on creating more opportunities to help retain its users. Apple Intelligence is among those efforts, boasting a deep focus on personalized experiences and the ability to simplify everyday tasks.

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