Eric Seufert: ‘Did Apple Just Signal a Third-Party Expansion of Apple Ads?’

Eric Seufert, Mobile Dev Memo:

The new language could simply accommodate the availability of Apple-owned services on the web and through third-party devices and operating systems; the Apple TV app, for instance, is available on smart TVs, streaming devices, and game consoles. But the addition of “other properties” is conspicuously broad and appears to give Apple the contractual latitude to distribute ads beyond its own services entirely. This would allow for a material expansion of the company’s advertising surface area.

Further, if Apple does indeed plan to expand Apple Ads to third-party surfaces, it would explain why the company did not reveal an update to its AdAttributionKit (AAK, formerly SKAdNetwork, or SKAN) attribution framework at this year’s WWDC.

That would be one way to go.

★ Wednesday, 15 July 2026