Google’s DOJ antitrust case reveals Apple’s ad strategy secrets

Google strategists have been meticulously analyzing Apple’s potential advertising business expansion, according to internal documents from a project codenamed “Operation Black Walnut” released during an ongoing antitrust case.
The confidential 2022 report, which became public in August 2024, suggests Apple could develop a $30 billion advertising business beyond its current App Store search ads. Google’s strategic team speculated that Apple might eventually sell advertisements across third-party apps and through its Safari web browser.