Apple is reportedly looking at cashing in on mobile advertising, a move that would mark a departure from recent statements by CEO Tim Cook.

Apple has reportedly met with ad-based companies like Pinterest and Snap and floated a proposal for an Apple network that would distribute ads across their collective apps.

It would share revenue with the apps displaying the ads. The split would vary from app to app, observers say.

Apple has some history in advertising, including a product called iAd, and in 2016 it introduced search ads into the App Store.

But Apple CEO Tim Cook has been critical of Internet advertising business models such as those used by Google and Facebook, calling advertisements that follow users around the Internet “creepy,” and until now has opted not to monetise its users’ data.