Where does Apple go from here?

$Apple(AAPL.US)$ has a lot of opportunities to insert more advertising into the apps and services iPhone users interact with most often.
It's reportedly already explored the potential for advertisements within Maps. That could include sponsored search listings as well as highlighting locations along a route or an area of focus.
Other potential areas for advertising, as Bloomberg's Mark Gurman points out, include Podcasts and Books. Both have search and discovery features, which could lend themselves well to straightforward display and keyword advertisements.
Expanding the ad business could also lead to things like a podcast advertising network or video ads on Apple TV+. In fact, Apple's already responsible for selling a small amount of commercials during its Friday night baseball broadcasts on Apple TV+. Apple could expand that to more ad-supported video content in the service in the future.
Another interesting long-term opportunity is building an internet search engine a la Google. While Apple has a lucrative contract with Google today, the search giant could face regulatory pressure in the future, ending such deals.
Teresi's goal of reaching $10 billion in ad revenue shouldn't be too difficult. And with the high margins of digital advertising, it could play a significant role in growing Apple's bottom line over the next few years.
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