Ads will not devastate your iPhone's App Store. They can actually do something about it.

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This week, Apple sent an email to app developers confirming that more advertising may be coming to the iPhone App Store in time for the holiday season.

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With the amount of advertising that already pervades the modern internet, the news has sparked fears that iPhone users will soon find

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themselves wading through a sea of ads before finding the app they're looking for.

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Anything is possible, so I don't rule out the possibility that Apple will go too far on this one. However,

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I remain cautiously optimistic that Apple's expanded advertising initiatives will not negatively impact the App Store experience. It might even improve it.

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Apple isn't typically the first company that comes to mind when you think of online advertising. Most people wouldn't even put it in the top five.

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