Apple is planning to offer ads that look like typical articles inside its News app. Ads will be showed right in your content feed “inline with News articles”, looking almost indistinguishable from not paid-for articles. There will be a tiny “Sponsored” byline beneath article-ads, for easily fooled people like me. That said, advertisers can also choose to omit their name, and readers will simply see “sponsored” — someone’s paying for this placement, but you won’t know who.

Apple is looking to other ad possibilities after announcing plans to shutter its iAd network for apps — although it appears that this advertising option will appeal to a wider group than companies just looking to increase apps sales.