By Omkar Godbole (All times ET unless indicated otherwise)

As both traditional and crypto markets await the U.S. nonfarm payrolls data, some unrelated news hit the wires, underscoring gold’s appeal as a universal haven.

The Financial Times reported that Tether, the issuer of world’s largest dollar-pegged stablecoin, is considering a serious play in the gold industry. CEO Paolo Ardoino has said the metal is safer than any government currency, calling it a perfect complement to bitcoin.

If the report, which cited people familiar with the talks, comes to fruition, it could mean crypto is about to become a bigger part of gold’s reflexive bullish cycle. The precious metal is already soaking up strong bids globally as sticky inflation, fiscal headaches and concerns over central bank independence weigh on investor. Countries are trimming their U.S. Treasury holdings and scooping up gold as a safer, sanctions-proof haven.

Tether’s interest could also boost the appeal of Tether Gold XAUT$3,554.92, which is issued by its affiliate company TG Commodities. Each XAUT represents ownership of one fine troy ounce of physical gold and was recently price around $3,560.

Meanwhile, the prospects for bitcoin BTC$112,644.00, ether (ETH) and the wider crypto market are likely to be determined by the jobs report.

“A weak print will cement expectations for a 25bps rate cut, likely softening the dollar and easing Treasury yields, which will be positive for risk assets, including crypto,” Timothy Misir, head of research at BRN, said in an email. “But the real risk is a strong report: even a modest upside surprise could unwind dovish positioning, send yields higher, and pressure BTC and ETH back toward their support levels.”

In other key news, institutional activity points to interest broadening beyond BTC and ETH. DeFi Development Corp. recently bought over 196,000 Solana SOL$207.70 tokens, establishing a treasury worth some $427 million. And Thumzup Media, backed by Donald Trump Jr., said it acquired $1 million of BTC, along with new purchases of DOGE, LTC, SOL and XRP.

In traditional markets, the MOVE index spiked, signaling increased volatility in U.S. Treasury yields, which could lead to financial tightening and weigh on risk assets. Stay alert!

What to Watch

• Crypto
• Macro
  • Sept. 5, 8 a.m.: The Brazilian Institute of Geography and Statistics (IBGE) releases July producer price inflation data.
    • PPI MoM Prev. -1.25%
    • PPI YoY Prev. 3.24%
  • Sept. 5, 8:30 a.m.: The U.S. Bureau of Labor Statistics releases August employment data.
    • Nonfarm Payrolls Est. 75K vs. Prev. 73K
    • Unemployment Rate Est. 4.3% vs. Prev. 4.2%
    • Government Payrolls Prev. -10K
    • Manufacturing Payrolls Est. -5K vs. Prev. -11K
  • Sept. 5, 8:30 a.m.: Statistics Canada releases August employment data.
    • Unemployment Rate Est. 7% vs. Prev. 6.9%
    • Employment Change Est. 7.5K vs. Prev. -40.8K
  • Sept. 5: S&P 500 Rebalance update released after market close. Strategy (MSTR) is one of the companies being considered for inclusion in the index.
  • Sept. 5, 7 p.m.: Colombia’s National Administrative Department of Statistics releases August consumer price inflation data.
    • Inflation Rate MoM Est. 0.2% vs. Prev. 0.28%
    • Inflation Rate YoY Est. 5.11% vs. Prev. 4.9%
  • Sept. 5, 7 p.m.: El Salvador’s Statistics and Census Office releases August consumer price inflation data.
    • Inflation Rate MoM Prev. 0.33%
    • Inflation Rate YoY Prev. -0.14%
• Earnings (Estimates based on FactSet data)
  • Sept. 9: GameStop (GME), post-market, $0.19

Token Events

• Governance votes & calls
  • Uniswap DAO is voting on deploying Uniswap v3 on Ronin with $1M in RON and $500K in UNI incentives to make it the chain’s primary decentralized exchange. Voting ends Sept. 6.
  • Lido DAO is voting on a proposal to migrate Nethermind’s ~7,000 Ethereum validators to infrastructure operated by Twinstake, a staking provider co-founded by Nethermind. Voting ends Sept. 8.
  • Uniswap DAO is voting to establish “DUNI,” a Wyoming DUNA as its legal entity, preserving decentralized governance while enabling off-chain operations and liability protections, with $16.5M in UNI for legal/tax budgets and $75K UNI for compliance. Voting ends Sept. 8.
  • Uniswap DAO is voting on an updated Unichain-USDS Growth Plan to accelerate adoption through performance-based incentives and DAO-guided distribution. The proposal introduces minimum KPIs, a “no result, no reward” model. Voting ends Sept. 9.
• Unlocks
  • Sept. 9: Sonic (S) to unlock 5.02% of its circulating supply worth $46.02 million.
  • Sept. 11: Aptos APT$4.3254 to unlock 2.2% of its circulating supply worth $48.86 million.
  • Sept. 15: Starknet (STRK) to unlock 5.98% of its circulating supply worth $15.66 million.
  • Sept. 15: Sei SEI$0.2930 to unlock 1.18% of its circulating supply worth $16.01 million.
  • Sept. 16: Arbitrum ARB$0.5034 to unlock 2.03% of its circulating supply worth $46.05 million.
• Token Launches
  • Sept. 5: WORLDSHARDS (SHARDS) to be listed on Binance Alpha, MEXC, Gate.io and others.
  • Sept. 5: Boost (BOOST) to be listed on Binance Alpha, Bitget, MEXC, BitMart, and others.
  • Sept. 8: Openledger (OPEN) to be listed on Binance Alpha, MEXC and others.
  • Sept. 8: OlaXBT (AIO) to be listed on Binance Alpha and others.

Conferences

The CoinDesk Policy & Regulation Conference (formerly known as State of Crypto) is a one-day boutique event held in Washington on Sept. 10 that allows general counsels, compliance officers and regulatory executives to meet with public officials responsible for crypto legislation and regulatory oversight. Space is limited. Use code CDB15 for 15% off your registration.

Token Talk

By Oliver Knight

• The memecoin sector had shown signs of fading earlier this year, particularly after the short-lived hype cycles around tokens like TRUMP and MELANIA in January. Those launches briefly captured attention, but failed to sustain momentum, reinforcing the perception that the memecoin trade was exhausted after 2023’s frenzy.
• Both subsequently slumped. TRUMP is now 88% lower and and MELANIA is down 95% despite being touted by the U.S. president and first lady in January.
• However, there’s a new kid on the block: MemeCore, a layer-1 blockchain solely focused on transitioning memecoins from speculative assets to something that has utility in decentralized finance (DeFi).
• The platform’s native token, M, has risen by 261% in the past week despite a wider market pullback.
• The flurry of activity can also be tied to the MemeX liquidity festival, which offers $5.7 million in rewards to traders. It’s worth noting that 85% of the trading volume has taken place on decentralized exchange PancakeSwap, indicating significant retail flows as opposed to on-chain utility.
• While some may argue this is just another flash in the pan, the surge demonstrates just how quickly memecoin sentiment can shift.
• The positive sentiment around MemeCore could find a way of moving back to Solana-based memecoin platform Pump.fun, whose $15.8 million in daily revenue in January has tumbled to between $1.5 million and $2.5 million this week.

Derivatives Positioning

• Ether’s open interest in USDT and dollar-denominated perpetual contracts on major exchanges declined to 1.93 million ETH, a four-week low. This capital outflow raises questions about the sustainability of ETH’s nearly 18% gain over the period.
• Except for LINK and BTC, open interest declined across the top 10 tokens. OI in major Solana perpetuals slipped below 11 million SOL, threatening to invalidate the four-week uptrend.
• BTC futures activity on the CME remains subdued, but options are heating up, with open interest rising to 47.23K BTC, the highest since April. The notional OI has risen to $5.21 billion, the most since November. Some traders have been buying cheap out-of-the-money puts, prepping for a potential hotter-than-expected U.S. nonfarm payrolls (NFP) report.
• Consistent with trends on offshore exchanges, Ether’s futures open interest on the CME slipped below 2 million ETH, while the three-month annualized premium rose from 5% to 7%.
• On Deribit, BTC puts continue to trade at a premium to calls across all tenors, pointing to downside concerns.
• The seven-day volatility risk premium has retraced nearly to zero, suggesting that the implied volatility for seven days is now roughly equal to the realized volatility. In other words, investors aren’t expecting a premium to hedge against future volatility spikes, despite the U.S. jobs data due later today.
• In ETH’s case, puts are trading at a premium to calls out to the end-November expiry.
• Block flows on the OTC desk at Paradigm have been mixed, with a BTC $116K call lifted alongside an ether $4K put.

Market Movements

• BTC is up 1.71% from 4 p.m. ET Thursday at $112,306.62 (24hrs: +1.4%)
• ETH is up 2.14 at $4,398.33 (24hrs: -0.19%)
• CoinDesk 20 is up 1.85% at 4,050.32 (24hrs: +0.28%)
• Ether CESR Composite Staking Rate is up 1 bps at 2.88%
• BTC funding rate is at 0.0015% (1.6425% annualized) on KuCoin

• DXY is down 0.35% at 98.00
• Gold futures are unchanged at $3,609.80
• Silver futures are unchanged at $41.42
• Nikkei 225 closed up 1.03% at 43,018.75
• Hang Seng closed up 1.43% at 25,417.98
• FTSE is up 0.26% at 9,241.13
• Euro Stoxx 50 is up 0.18% at 5,356.16
• DJIA closed on Thursday up 0.77% at 45,621.29
• S&P 500 closed up 0.83% at 6,502.08
• Nasdaq Composite closed up 0.98% at 21,707.69
• S&P/TSX Composite closed up 0.57% at 28,915.89
• S&P 40 Latin America closed up 0.49% at 2,770.29
• U.S. 10-Year Treasury rate is down 1.5 bps at 4.161%
• E-mini S&P 500 futures are up 0.21% at 6,524.25
• E-mini Nasdaq-100 futures are up 0.5% at 23,787.25
• E-mini Dow Jones Industrial Average Index are unchanged at 45,664.00

Bitcoin Stats

• BTC Dominance: 58.73% (unchanged)
• Ether to bitcoin ratio: 0.03914 (0.82%)
• Hashrate (seven-day moving average): 973 EH/s
• Hashprice (spot): $52.48
• Total Fees: 4.86 BTC / $537,022
• CME Futures Open Interest: 133,775 BTC
• BTC priced in gold: 31.6 oz
• BTC vs gold market cap: 8.92%

Technical Analysis

• The ether-bitcoin (ETH) ratio is looking to top the Ichimoku cloud on the weekly chart. Crossovers above the cloud are said to confirm a bullish shift in momentum.
• The pair has already topped the descending trendline, characterizing the three-year-long downward trend.

Crypto Equities

• Coinbase Global (COIN): closed on Thursday at $306.80 (+1.49%), +1.53% at $311.49 in pre-market
• Circle (CRCL): closed at $117.49 (-0.82%), +0.54%% at $118.12
• Galaxy Digital (GLXY): closed at $22.91 (-6.07%), +1.27% at $23.20
• Bullish (BLSH): closed at $49.01 (-9.68%), +1.27%% at $49.63
• MARA Holdings (MARA): closed at $15.11 (-4.91%), +1.52% at $15.34
• Riot Platforms (RIOT): closed at $13.16 (-2.16%), +1.98% at $13.42
• Core Scientific (CORZ): closed at $113.62 (+0.29%)
• CleanSpark (CLSK): closed at $9.08 (-3.81%), +1.1% at $9.18
• CoinShares Valkyrie Bitcoin Miners ETF (WGMI): closed at $29.17 (-4.98%)
• Exodus Movement (EXOD): closed at $29.17 (-0.08%), +2.84% at $25.00

Crypto Treasury Companies

• Strategy (MSTR): closed at $327.59 (-0.81%), +2.2% at $334.86
• Semler Scientific (SMLR): closed at $13.62 (+0.29%)
• SharpLink Gaming (SBET): closed at $15.43 (-8.26%), +2.53% at $15.82
• Upexi (UPXI): closed at $6.33 (-4.52%), +2.69% at $6.50
• Mei Pharma (MEIP): closed at $4.27 (-5.74%), +1.87% at $4.35

ETF Flows

Spot BTC ETFs

• Daily net flows: -$222.9 million
• Cumulative net flows: $54.63 billion
• Total BTC holdings ~1.29 million

Spot ETH ETFs

• Daily net flows: -$167.3 million
• Cumulative net flows: $13.19 billion
• Total ETH holdings ~6.52 million

Source: Farside Investors

Chart of the Day

• The chart shows the Solana memecoin launchpad Pump.fun’s purchases of its native token, PUMP.
• The platform snapped up $12,192,383 in PUMP tokens last week, offsetting the total circulating supply by over 5%.

While You Were Sleeping

• Stablecoin Group Tether Holds Talks to Invest in Gold Miners (Financial Times): Tether, which already holds $8.7 billion in gold bars, is considering investments across the gold supply chain, with its CEO saying the metal is a complement to bitcoin.
• Bitcoin Bulls Should Keep an Eye Out for Spike In Key Bond Market Index (CoinDesk): The recent sharp rise in the MOVE index, a key gauge of volatility in U.S. Treasuries, often signals tighter liquidity, which curbs demand for risk assets such as bitcoin.
• Bitcoin Hits $113K as BTC Dominance Approaches Two-Week High of 59% (CoinDesk): Bitcoin’s move came as $3.28 billion in options expired at 08:00 UTC on Deribit near Friday’s $112,000 “max pain” point, where options buyers face the biggest losses.
• Hong Kong’s Digital Bond Market Gains Steam With Fresh Offerings (Bloomberg): Digital bonds, debt securities that use the blockchain for issuance, trading and settlement, are gaining traction in Hong Kong, with the government offering subsidies of up to HK$2.5 million ($320,500) per offering.
• Venezuelan Military Aircraft Fly Near U.S. Warship in ‘Provocative Move’, Pentagon Says (Reuters): Venezuela’s action followed two days after a U.S. strike on a Venezuelan boat allegedly carrying narcotics killed 11, an act criticized by some legal scholars and one Democratic congresswoman.
• Bitcoin Crash Brewing? Trader Plans Bids at $94K, $82K for Potential Market Freakout (CoinDesk): The president of Spectra Markets sees bitcoin at an inflection point, citing fading bullish drivers, a bearish double top and halving cycle history as reasons for placing bids at $94,000 and $82,000.

In the Ether

Trusted Editorial content, reviewed by leading industry experts and seasoned editors. Ad Disclosure

US regulators have kicked off the formal review of a new spot‑crypto fund. Investors won’t know for sure if it clears the hurdles until the US Securities and Exchange Commission makes a final call. But the filing itself signals growing acceptance of directly held crypto products.

ETF Application Sparks Interest

According to the SEC filing, Trump Media’s Truth Social unit wants an ETF listed on NYSE Arca with 75% in Bitcoin and 25% in Ether. Yorkville America Digital would sponsor the fund, while Foris DAX Trust Company—Crypto.com’s custody arm—would hold the coins. US President Donald Trump’s team submitted the S‑1 form on June 16, starting what is likely a 45‑day review clock.

Custody And Valuation Rules

Based on reports, the fund would value Bitcoin each trading day using the CME CF Bitcoin reference rate. Ether would use the CME CF Ether rate, unless the sponsor chooses another source. Private keys for both assets would sit in a cold wallet, kept separate from customer accounts. That setup aims to address long‑standing worries over hacks, theft and tangled custody failures.

Trump Media Truth Social ETF filing. Source. SEC.

A Crowd Of Competing Bids

Wall Street giants like BlackRock and Fidelity have filed pure‑Bitcoin ETF applications. Some firms are eyeing Ether‑only funds. Now a dual‑asset product is in the mix. If the SEC finalizes its planned “automated” listing framework, reviews could shrink from many months to a few. That rule would standardize disclosures, custody standards and market‑integrity checks for all spot‑crypto ETFs.

BTCUSD trading at $108,529 on the 24-hour chart: TradingView

Meanwhile, Fidelity’s spot‑Solana ETF hit another delay. The SEC pushed back its March 25 application and opened a new public‑comment window—21 days for feedback, 35 days for replies. Bloomberg analyst James Seyffart called this hold‑up “expected,” noting it shows the agency is still fine‑tuning data and disclosures before any approvals.

What Comes Next For Investors

Now the ball is in the SEC’s court. Regulators can sign off, send back comments or reject the bid. If leadership keeps up the push for faster, automated reviews, spot‑crypto ETFs might reach market this year. Until then, every move—from amendment requests to public comments—will matter for funds backed by Bitcoin, Ether and beyond.

ETF Race Intensifies

At stake is more than branding. Fees, trading speed and trust in custody will shape which funds win big money. And sponsors will need muscle to stand out in a growing field of nearly 10 proposals. Investors should keep a close eye on filings and deadlines to know when to act.

The race launched with Trump Media’s Truth Social filing, and it may well end—with approval or denial—under its banner. Truth Social’s entry has put a fresh spin on the push for regulated crypto products.

Featured image from Getty Images, chart from TradingView

Editorial Process for bitcoinist is centered on delivering thoroughly researched, accurate, and unbiased content. We uphold strict sourcing standards, and each page undergoes diligent review by our team of top technology experts and seasoned editors. This process ensures the integrity, relevance, and value of our content for our readers.

Trusted Editorial content, reviewed by leading industry experts and seasoned editors. Ad Disclosure

There have been major developments this week in the crypto landscape:

• The SEC has formally acknowledged Canary Capital’s application for a staked Tron ETF, opening the proposal to public comment.
• The ongoing evaluation of numerous other crypto ETF proposals suggests a potentially evolving regulatory perspective.
• Major U.S. banking institutions like JP Morgan, Bank of America, and Citigroup are also reportedly in preliminary discussions to launch a joint stablecoin.
• U.S. lawmakers advance stablecoin legislation, notably the GENIUS Act, aiming to provide a clear regulatory framework.

These developments signal growing institutional interest and a maturing regulatory environment for digital assets. For investors, this could highlight fresh opportunities in the altcoin market.

With a ‘Greed’ indicator of 76 and the market cap rising, the evidence of a ‘risk-on’ sentiment is clear. This is particularly clear when you note the rise of altcoins like $MIND of Pepe, which have raised over $10M in their presale.

Let’s delve into some of the best altcoins that could see an uptrend given these encouraging signs.

1. MIND of Pepe ($MIND) – AI Alpha as Your Winning Edge

With MIND of Pepe ($MIND), a new era of meme coin intelligence appeared, a unique fusion of the iconic Pepe culture and cutting-edge AI.

$MIND is your gateway to AI alpha, offering a winning edge in the fast-paced crypto markets. Its sophisticated AI will scour on-chain data, social sentiment, and emerging trends to reveal key insights and signals to give you a running start in the market.

Holding $MIND unlocks your access to these exclusive, AI-generated reports and analytics, designed to sharpen your strategies.

Raising over $10M already, and with a presale price at $0.0037515 (up 20.98% from its start), your window to jump in early is closing fast as the presale ends in just over a week.

We predict $MIND could hit $0.00535 (a 72.52% increase from the start of the presale) by the end of 2025. And this seems ever more likely with the positive regulatory shifts increasing market sentiment.

It’s about democratizing alpha by combining the market-moving power of Pepe with the deep analytical skills of AI. Get ready to think smarter, not just harder.

2. Pudgy Penguins ($PENGU) – Pudgy Power. Join the Huddle, Waddle to Wealth

Pudgy Penguins ($PENGU) represents much more than a popular NFT collection. It’s a rapidly expanding global IP and symbol of positivity, known for its ‘Pugdy Power.’

This beloved brand has successfully bridged Web3 and the mainstream with its adorable characters appearing as actual toys in major retail stores and an expanding content universe.

The $PENGU coin invites you to join the ‘Huddle,’ the passionate community at its heart, and participate in its growth.

$PENGU is central to this ecosystem, potentially offering governance, exclusive access, and rewards, allowing holders to ‘Waddle to Wealth’ by sharing in the brand’s expanding success.

You can buy $PENGU for $0.01409, up 0.67% from yesterday, and with a market cap of $886.85M.

Experience the merge between a heartfelt community and real-world branding to create value in the Web3 space.

3. Hamster Combat ($HMSTR) – Powering Hamster Combat. Your CEO Plays, Your Token Pays

Swivel into the CEO’s chair with Hamster Kombat ($HMSTR), the record-shattering Telegram game phenomenon captivating 300M players globally.

The $HMSTR token is the lifeblood of the ecosystem, designed not just for the largest crypto game ever, but for a future that extends far beyond that.

Having already broken records like achieving the largest Telegram channel (52M+ subs) and the fastest 100M+ player onboarding (2 months), Hamster Kombat is set for potentially crypto’s largest airdrop from its 100B token supply.

But $HMSTR is more than an airdrop; it’s a community-driven token set to power a burgeoning game publishing platform and seamlessly onboard the next billion users into Web3.

Your in-game strategy and engagement directly translate into your stake in this ecosystem. The Hamsters could be the new whales!

You can buy $HMSTR for $0.002319, as its market volume has increased by over 20% in the last 24 hours.

4. SUBBD ($SUBBD) – Beyond Disruption, It’s Creator Liberation

It’s time for a radical shift with SUBBD ($SUBBD), moving beyond simple disruption and into creator liberation. This platform is set to dismantle traditional barriers content creators face, offering real autonomy and ownership.

Picture an ecosystem where you fully control your content, your audience data, and your monetization, free from high platform fees and restrictive policies.

The $SUBBD token fuels that revolution, facilitating transparent transactions, community governance, and access to tools designed for direct creator-to-fan engagement and value exchange.

It’s about empowering artists, writers, musicians, and all creators to build sustainable careers on their own terms, fostering creative and financial freedom, making it one of the best presales.

It’s the dawning of the age of authentic creator empowerment with $SUBBD.

Crypto’s Turning Point: Invest with Insight

As the crypto industry matures and becomes more welcoming, it opens the space to crypto innovation and investment.

Especially with the positive regulatory signals we’ve seen this week, unique projects offering real value will naturally catch the eye of investors looking to navigate the space.

Coins like $SUBBD and $MIND, with their bold visions and cutting-edge approaches, are great examples of the exciting opportunities popping up in the altcoin market.

While the innovation, potentially being supported by clearer regulations, is exciting, it’s still essential to do your homework. Crypto is a rollercoaster, so do your own research to see if an investment fits with your goals and finances.

Editorial Process for bitcoinist is centered on delivering thoroughly researched, accurate, and unbiased content. We uphold strict sourcing standards, and each page undergoes diligent review by our team of top technology experts and seasoned editors. This process ensures the integrity, relevance, and value of our content for our readers.

Ethereum co-founder Vitalik Buterin is advocating for deeper research into the Poseidon hash function as the network explores ways to improve zero-knowledge (ZK) proof efficiency.

In a Feb. 26 post on X, Buterin encouraged cryptographers to participate in a security analysis program for Poseidon while quoting a message that extended the funding application deadline to March 15.

He stated:

“We are seriously considering migrating Ethereum to the Poseidon hash to optimize zk-prover friendliness, so having more information about its security properties is extremely high value.”

What is Poseidon?

Poseidon is a cryptographic hash function designed specifically for zero-knowledge applications.

Unlike traditional hash functions such as SHA-256, Poseidon is optimized for zero-knowledge (ZK) proofs, a cryptographic technique that allows transactions to be verified without revealing sensitive details.

ZK proofs are becoming increasingly crucial in Ethereum’s scaling efforts, particularly for rollups that process transactions off-chain before finalizing them on the main blockchain. Poseidon’s efficiency could reduce computational costs, making these solutions faster and more accessible.

According to Poseidon Cryptanalysis:

“Poseidon hash function has been used in numerous Ethereum applications that deal with verifiable computation. It is among the top performers at recent STARK benchmarks by StarkNet, which makes it a promising candidate for the use at Ethereum L1 for various protocols that employ ZK proofs.”

Community reactions

While some in the crypto space view Poseidon’s potential adoption as a positive step for Ethereum’s efficiency, others have raised concerns.

Ye Zhang, a co-founder of the Ethereum Layer 2 project Scroll, questioned whether Poseidon’s advantages outweigh its trade-offs.

Zhang pointed out that Poseidon’s various configurations could limit SNARK choices, making it less flexible. He also noted that Poseidon is significantly slower than alternatives like Blake and Keccak, which could create bottlenecks unless Layer 2 solutions adjust for compatibility.

Zhang added that Scroll initially used Poseidon but would revert to the Merkle Patricia Tree (MPT) with Keccak in a future upgrade due to performance considerations.

Mentioned in this article

The big picture: Apple is said to be revisiting a plan to monetize its Maps app through advertising. According to Bloomberg’s well-connected Mark Gurman, Apple considered baking search ads into Maps years ago but ultimately shelved the idea. The integration would reportedly mirror what Google does with its Maps app, allowing businesses to pay a fee in exchange for being featured more prominently in search results and on the map.

Ideally, when searching for a business like a restaurant in a mapping application, you would want the most relevant results – whether based on relevance or proximity – rather than those that simply pay to appear at the top of the list.

As Gurman highlights, Apple has pushed to make ads a bigger part of its business strategy in recent years. Staples like the Stocks app and Apple News now include advertising, and Apple has also prioritized ads with regard to its push into live sports.

Sources told Gurman that during a recent all-hands meeting with the Maps team, Apple executives said monetizing Maps is something they are once again considering. Work on the effort hasn’t started and there is no timetable for a consumer rollout, but the possibility certainly exists.

Google already engages in this practice, but they are not the only ones. Others that play in the same or related space including Waze and Yelp also utilize paid search promotion.

It is a bit surprising that Apple is contemplating the move, especially considering its recent performance. Cupertino reported a record holiday quarter with revenue of $124.3 billion despite a small dip in iPhone earnings.

In fact, the services division, which includes things like App Store purchases, subscriptions, AppleCare, and more, reached a new all-time high of $26.3 billion – up from $23.1 billion during the same period a year earlier. Apple CFO Kevan Parekh said the division is accretive to the overall company margin.

Shares in Apple are up 1.27 percent as of writing, trading hands at $244.60.

Image credit: Card Mapr