Do you use Apple's News app on the iPhone or iPad? Soon you might see a new type of advert that is designed to look like a regular news item.
Engadget reports that there will be sponsored posts within the news feed and it sounds like the way that Twitter and Facebook slip sponsored posts into your feed.
Sometimes you have to look really carefully to see the 'sponsored' notice. When you have seen the same post 10 times before in your Facebook news feed, you realise that it's an ad and not a post from your friends or likes.
Apple's news app will be the same. Is this a good thing? Are you bothered by ads in the news feed?