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As Apple privacy change hinders Facebook and others, its own ad business stands to benefit

Mount Equity Group Tokyo, Japan > News > Business > As Apple privacy change hinders Facebook and others, its own ad business stands to benefit

Apple Inc. has shaken up the advertising landscape by announcing new privacy controls around ad targeting, and while many internet companies have been vocal about the negative impacts on their businesses, Apple has been quiet about the potential benefits it may be reaping.

The move could benefit Apple’s
AAPL,
-0.03%
mobile-advertising efforts, Bernstein analysts reported this week, potentially adding $1 billion in annual revenue. That type of potential gain would typically lead to executives championing the possibilities, but Apple execs have been rather tight-lipped on potential benefits, instead focusing on the privacy benefits of the changes to their Identifier for Advertisers, or IDFA, practices.

“The feedback from customers is overwhelmingly positive,” Chief Executive Tim Cook said on Apple’s earnings call last month, when asked about consumer reception to…

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