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Apple is set to expand ads to new areas of your iPhone and iPad in search of its next big revenue driver.

Remember? Last year, Apple launched a feature called App Tracking Transparency. It allows consumers to decide whether apps can track them across other applications and websites, a key way for marketers to gather data and then serve up more relevant ads.

A bit ironic? Apple is going to, over time, significantly expand its own advertising business. Considering social media giants like Meta Platforms Inc. and Snap Inc. that have claimed to have lost billions of dollars as a result of Apple’s changes.

Another ironic detail: The company’s advertising system uses data from its other services and your Apple account to decide which ads to serve. That doesn’t feel like a privacy-first policy.

What's next? It's believed that Apple will eventually expand search ads to Maps. It also will likely add them to digital storefronts like Apple Books and Apple Podcasts. And TV+ could generate more advertising with multiple tiers (just as Netflix Inc., Walt Disney Co. and Warner Bros. Discovery Inc. are doing with their streaming services).

• The effort to add search ads to Apple Maps has already been explored internally. Such a feature would probably work similarly to search ads in the App Store.
• In the books and podcast apps, publishers could pay for their work to appear higher in results—or in ads placed throughout the apps.
• An ad-supported TV+, meanwhile, could offer older shows for a lower price—and help promote the paid offering.

Bundling together products from Disney’s sprawling empire.

Disney is exploring a membership program in the style of Amazon Prime, as first reported by The Wall Street Journal. 

The program could offer various exclusive perks, discounts, and other enticements for subscribers to spend more money on Disney products and services. A secondary benefit would be allowing the company to collect more information on customers’ tastes and habits, improving its ability to cross-sell across its various businesses from streaming services to theme parks to merchandise.

A primary benefit of a “Disney Prime” membership program would be allowing the company to target customers with more of its products. In a recent earnings call, Disney CEO Bob Chapek referred to the company’s “franchise flywheel” and its ability to “reach people with our uniquely engaging content across an array of touch points.” In other words: Disney owns a lot of content, from Marvel to Star Wars to Pixar and more; it has a streaming service, theme parks, resorts, and is even building its own residential communities. Why not bundle more of this together and let people really live Disney.

If you’re not on the BeReal wave yet, it basically promises the golden days of Instagram and Snapchat rolled into one. No filters allowed, only a couple chances to take a photo and only one post allowed per day at a time notified to everyone. 

Media has voiced that the app may or may not be eaten alive by Instagram well before the midterms. Meta isn't one to shy away from ripping features off of other apps and it's quickly jumping onto the BeReal bandwagon. 

Meta is working on a feature called "Candid Challenges" for Instagram. Discovered by self-described reverse engineer Allessandro Palluzzi, users would be notified once a day to take and share a "candid." It even copies BeReal right down to the last detail, giving users just two minutes to take the candid.

Now, Snapchat rolled out its BeReal-esque dual camera feature. The dual camera feature is coming directly to Snapchat just as BeReal, the nostalgia-tinged photo sharing app using both cameras, is breaking into the mainstream. Snapchat’s version is more robust than what BeReal offers. 

The important thing to remember is that users are attempting to break free from the addiction that Instagram and Snapchat have created. They're not solving anything by introducing BeReal clone features, and I believe BeReal users will continue to use the app - as long as they don't introduce new features that ruin what's working for them.

Learn more on how brands are using BeReal to…well, be real!