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. The new ad format was discovered in new developer documents recently updated here, and we've added an example ad after the break