Apple announced it has temporarily pulled gambling ads from the iPhone’s App Store. They call the move a pause.

Apple is just opening up the ad business on the App Store. And there is speculation that their strategy is to cripple other companies’ ad businesses. They appear to be specifically targeting Meta (formerly known as Facebook). 

In 2021, the mega tech company introduced App Tracking Transparency, which was an updated privacy setting. And it hurt Meta’s ability to effectively advertise on iPhones. 

Meta says that Apple will cost it an estimated $10 billion in lost revenue.  

Apple also recently developed its tools to replace Meta’s in-app advertising network. And last week published updated its guidelines demanding a 30% cut of all sales for ads and promoted social media posts. 

All these moves seem designed to cut into Facebook’s traditional ad profits.

Nevertheless, last week’s rollout of Apple’s new ad business did not go well.

The drama started on Tuesday when the App Store introduced brand new ad spaces. And developers started complaining that they were being deluged with online casinos, and sports and horse betting apps.

Apple opened up to advertising for casino gambling along with all types of betting apps. The move was controversial since many states closely regulate or outlaw these types of gambling.

Bring on the gambling ads

Users were complaining that casino games were appearing in the “you may also like” section alongside children’s games. And gambling addiction recovery apps were popping up alongside gambling apps.

The drama started on Tuesday when the App Store introduced brand new ad spaces. And developers started complaining that they were being deluged with online casinos, and sports and horse betting apps.

Users took to Twitter to complain about the bizarre, sometimes even sketchy ads pouring onto phones. Gambling ads, odd dating apps, and hard right and left political videos, were just a few things that were being marketed.

I went to Apple’s “Our Favorite Kids’ Apps” section of the App Store, selected an app, and got presented with an ad for gambling. Not okay, Apple. pic.twitter.com/F0WUENr9z5

— Simon B. Støvring (@simonbs) October 26, 2022

One developer, Simon B. Støvring, posted a screenshot of a casino game ad showing up below his text-editing app, Runestone. And claimed he had visited his app’s product page 10 times and noticed ads for gambling apps showed up on three visits.

“I went to Apple’s “Our Favorite Kids’ Apps” section of the App Store, selected an app, and got presented with an ad for gambling. Not okay, Apple.”

Apple said that removing the gambling ads from the App Store is a temporary “pause.”

The company is aggressively opening up its platform to pull in any advertising dollar imaginable. So, Apple is at war with Meta. And most users aren’t happy with the deluge and distraction of so many weird and contradictory ads.