“And this summer, in the US and Canada, Apple Maps will feature ads during key search and discovery moments, creating a new way for local businesses to reach customers and explore new places.”

In context

“things are going at the moment. Michael Ng: Great, thank you, Tim. And for the second question, I wanted to ask about advertising within Services. I think Apple Inc. introduced new inventory to ads on the App Store earlier this year. Has that new ad inventory on the App Store been a notable contributor to the Services growth and outperformance in the quarter? And then could you talk more broadly about your ad strategy given the plans to also introduce ads to Maps this summer? Thank you. Kevan Parekh: Yep, Mike, thanks for the question. In advertising, we did see year-over-year growth in our advertising business. As you alluded to, we recently introduced additional ads across the App Store search results to provide developers with more ways to drive downloads on platforms that users trust. And this summer, in the US and Canada, Apple Maps will feature ads during key search and discovery moments, creating a new way for local businesses to reach customers and explore new places. Importantly, we believe it is possible to help businesses of all sizes grow via advertising while still delivering a great customer experience and respecting people’s fundamental right to privacy. Suhasini Chandramouli: Thank you, Michael. Operator, could we get the next question please? Operator: Our next question is from Wamsi Mohan with Bank of America. Please go ahead. Wamsi Mohan: Thank you so much. Tim, you noted higher impact from memory as you look beyond June. Clearly, you have a lot of scale, supply chain efficiencies, relationships from a long time. As you think about product and pricing relative to competition, do you think in such times of dislocation that Apple Inc. would be strategically more focused on share gain—where potentially you do not raise pricing and perhaps at lo”