广告更少这个标签，可能明年就与iOS无关了

三易生活12-22 18:51

在iOS粉丝与Android拥趸的互呛中，常常被果粉用来攻讦对方的论据中有一条就是“iOS广告少”。但从明年开始，果粉们可能就再也不能说iOS广告更少了，因为苹果方面已经发布公告，明确将于2026年起在iOS的App Store中增设更多广告位，进一步扩大广告投放场景。目前，苹果在App Store中仅有一处广告位，即苹果搜索广告（Apple Search Ads，下文将简称为ASA）。此后，...

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Store中增设更多广告位，进一步扩大广告投放场景。目前，苹果在App Store中仅有一处广告位，即苹果搜索广告（Apple Search Ads，下文将简称为ASA）。此后，App Store搜索结果页面不止有顶部广告，搜索结果列表的中下部也会出现带有“蓝色标签”的广告。与现行的ASA不同，未来App Store广告将采用竞价排名机制，广告主与开发者无法选择或竞价特定广告位置，实际展示位置取决于竞价金额及其在拍卖中的排名，且同一广告的展示位置也可能会变化。作为对比，当下ASA是广告主对App Store搜索结果页中特定关键字的付费展示位进行购买。毫无疑问，在App Store中增设更多广告位将为苹果带来一笔极为可观的收入。按照他们的说法，“搜索是大多数用户在App Store中查找并下载应用的主要方式，近65%的下载发生在搜索之后”。同时苹果的广告代理商也宣称，ASA是开发者触达高意向用户的精准渠道，平均转化率可达50%。不同于国内第三方安卓渠道在手机厂商的刻意打压下衰落，即便在TikTok、X、Instagram、抖音、微博等社交平台崛起的当下，苹果的App Store依然是iOS用户发现App的主要渠道。因为苹果的围墙花园政策，导致了App Store在过去十余年里一直是用户下载App的唯一方式，即便是通过社交平台发现了一款App，也得通过App Store来完成下载。如此一来，App Store的打开率就远超许多Android应用商店。不仅如此，苹果还通过在iOS 11时代更新的“编辑推荐”机制，为App Store注入了内容基因。用苹果公司一位前应用商店营销经理的话来说，“你不可能收买他们（苹果编辑团队）或与他们谈判，他们是一群保持推荐优质的灵魂人物。”苹果花大价钱维持的高素质编辑团队，让App Store实现了媒体化、社区化，使得其不再仅仅只是一个单纯的应用下载站点，而是成为了iOS用户发现更多新事物的渠道，并最终成为他们敢于开放更多竞价排名广告位的底气。可是加入广告必然会引得用户反感，那么苹果为何要得罪用户呢？“失之东隅，收之桑榆”，App Store抽成体系面临崩塌的危机，无疑是他们不得不拥抱广告的关键。就在苹果方面宣布明年扩充App Store广告位的同一时间，他们还同时公布了另一件事。为遵守日本的《特定智能手机软件竞争促进法》，已在当地对iPhone开放了第三方应用商店和外部支付渠道。苹果公布的相关信息显示，日本的“苹果税”被明确划分为三种不同类型，且抽成比例下调，其中iOS应用内置的PayPay、LINE等第三方支付工具的抽成降至10%至21%、外链支付的抽成降低至10%至15%、第三方应用商店渠道则仅收取5%的核心技术费。在日本这一新法规的要求下，苹果针对日区App Store也进行了类似欧区App Store的改造。换而言之，在苹果的全球前四大市场（美国、欧盟、中国、日本）中，仅剩中国还保留了原版的“苹果税”。那么，欧盟、日本的反垄断条款对于“苹果税”的伤害，到底有多大呢？高盛基于Sensor Tower的最新数据推测，苹果在2025年11月的App Store消费增长率从2025年10月的9%和7月的12%放缓至仅有6%，增速在四个月内近乎腰斩。 在其前五大市场中，只有中国市场保持了持平的状态，日本、美国、英国、加拿大均出现增长放缓的态势。与此同时，游戏类应用贡献的消费份额在11月也出现了2%的同比下降，10月则仍保持3%的同比增长，这就表明即使是最具盈利能力的应用对政策变化也更敏感，游戏应用的开发者对于脱离App Store的束缚表现出极强的动力。毕竟想想也知道，作为App Store中盈利能力最强的应用类别，游戏开发者以往面对的是苹果最严格的监管和最高的抽成比例，即使是在各国监管政策尚未调整时，他们就已经在与苹果明争暗斗。以至于高盛特意点明了全球主要市场的监管政策日益严格，可能会削弱苹果在其生态系统中的优势地位。即便“苹果税”未来在中国市场维持现状，在美国打赢与Epic Games的官司，但日本、韩国、欧盟的收入依然将不可避免地出现下滑。iPhone 17系列机型的大卖无法掩盖苹果服务业务收入结构被迫调整的隐患，所以他们选择了用广告来代替抽成。对于iOS开发者而言，拥有10亿级活跃设备的苹果生态始终是一块大蛋糕，想要在此掘金的开发者对于投放广告显然也有着充足的动力。‌【本文图片来自网络】","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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