App Store users could start seeing ads on the homepage as well as other individual pages as well. The news shows that not even the company that is promising you anti-tracking services can resist the lure of ad revenue.

Apple has always touted itself as an anti-intrusive company fighting the big techs from stealing your data. However, to serve you ads, the company itself will have to at least understand what it is that you are likely to click on.

“Apple Search Ads provides opportunities for developers of all sizes to grow their business,” the company said. “Like our other advertising offerings, these new ad placements are built upon the same foundation—they will only contain content from apps’ approved App Store product pages, and will adhere to the same rigorous privacy standards.”

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Breaking the news, 9to5Mac said that users would start seeing the ads on the Today tab, which is the first page you see when you launch the store. The ads will also appear on the You Might Also Like tab.

Apple tries to separate itself from other ad providers by saying that it will not use sensitive data to hyper-target users and users under 18 will not be offered personalised ads.

For now, the company is mum on when the new ads will start showing. This announcement coming after its earnings call is likely related to the fact that it needs other income streams apart from its growing subscription service.

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