By Tapanjana Rudra

(Reuters). Several privacy modifications made by Apple (NASDAQ;) to iPhones in recent weeks are signs that Apple may be trying to access an advertising market dominated largely by Google (NASDAQ:), an analyst from RBC Capital Markets stated.

Most iPhones now allow users to choose which apps are allowed to track their activity. This information is crucial to companies such as Facebook, which can deliver targeted ads and monitor the impact of those ads.

Apple’s App Tracking Transparency, (ATT) is a feature that has alarmed many mobile advertising companies, including Facebook. It has made it harder for advertisers to use its platform, and has led to increased costs.

RBC analyst Brad Erickson stated that “we view [the privacy changes] as a sign Apple may want to participate in global advertising.” He also started coverage on Alphabet, Amazon, and Facebook (NASDAQ.) with “outperform”.

According to Refinitiv data, Erickson has been rated with four stars because of the accuracy and reliability of his estimates for earnings on Internet companies.

Erickson stated that Apple can protect its data privacy while investing in search algorithms behind-the scenes. This refers to the potential for advertising revenue generated by a Google-like engine.

Erickson stated that advertisers would have no choice but to go blind when Apple’s signal is lost. Google’s YouTube and Amazon’s Connected TV might be the best options for them.

The Evercore ISI analysts pointed out Apple’s potential advertising ambitions in August. They said that “hampering Third-Party Advertising” would help it get off to a good start in advertising. They also noted that ATT was not intended to monetize users.

Reuters reached out to Apple, Alphabet and Facebook for comments but they did not respond immediately.