Apple Hates Ads…Unless They’re the Ones Selling Them

Apple is n’t exactly a company known for its modesty . But with the introduction of Safari Reader , Apple ’s made a doozy : Every ad on the web is a beguilement from subject . Big talk from a fresh mint advertizement company .

Apple loves talking about how much it supports the candid web , vis - à - vis thebuzzy but murkily dependant shorthandof HTML5 .

Safari Reader pulls all of the textual matter and images out of article , too , even multi - page pieces , and presents them in a individual , supremely clear eyeshot without “ annoying ads and other optic distraction , ” as Apple underlines . The major divergence between Instapaper and Safari is that Instapaper was produce as a style to take articles later on an iPhone offline , in an graceful style . Safari Reader springs to life on top of a webpage inside Safari . By ripping , reformatting and re - presenting web page and article within Safari , Apple is n’t just make connection learn more pleasant ; it ’s expressing a disdain for the connection by sanitizing it . Not unlike the App Store , in some room .

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It ’s extremely used - focussed and that will surely be the defense play by Safari user . ( And it ’s a expert one ! Who likes ads ? ) What ’s galling , though , is that Reader was show on the very day that Apple officially launched its own advertizement platform for iPhone and iPad apps .

Yet Apple sells iAds . While publishers ca n’t master what their content looks like on the web with Safari Reader , they can create capacity apps , as Wired and PopSci have done . And hey , they can have fancy ad , too — if they use Apple ’s iAds program . iAds ca n’t be blocked . They can be profoundly interactive . They can gather up dataother ad services — at least the other biggies — cannot collect .

It ’s weird to see Steve Jobs gas iAds so conspicuously , delight in how piquant they are . I intend , the great unwashed do n’t want to interact with any advert , no matter how silklike , right ? Well , advertisers call up they will . A root in the industry say while there ’s always been interest in the iPhone as an advertising platform , iAds is the first path to do agiotage ads — engagement - based advertising — and there ’s logical excitement to make the variety of ads like the Toy Story one Apple ’s been showing off , because of a sudden they can “ drop an experience ” inside of apps . It ’s why adman have already expend $ 60 million on iAds . adman love that sort of mother fucker , because interactivity momentarily occlude the ultimate facileness of their same old electronic messaging — and because they become infatuated with lustrous novel thing as much as anybody else , says our source .

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That — and because Apple prognosticate them a spot in the tonic . It ’s not a coincidence that Apple and Nissan , whose Leaf electric car Jobs showcased excessively while talk about iAds , have the same ad agency : TBWA / Chiat / Day .

It ’s a clever pivot : introduce an ad blocking agent for the World Wide Web just before it launches an ad platform that ’ll be the superior way to to deliver advertising to a captive audience on devices that by definition block the other most predominant form of synergistic advertising on the web ( Flash ) . And more than a little awkward , from a publishing company ’s perspective , given how much Apple says it loves them and desire to serve them : Even though a publisher ’s best pursuit is to have its content usable on the most ecumenical platform possible , the only way to redemption Apple actually offer trial through the App Store . The web wo n’t economise them , go the auction pitch , because web ads are horrific — they might even use Flash!—and everyone just deflect or brush off them anyway .

But iAds ? forward-looking , compelling , interactive and — on a platform which disallows web web browser nag - Hoosier State like Instapaper — wholly unignorable .

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