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For British runner Josh Kerr, the moment that makes the hairs on his neck tingle every time he watches it is Roger Bannister's historic achievement in 1954 – becoming the first person to break the four-minute mile barrier. Now, Kerr intends to stand on the shoulders of track and field's giants by attempting to break the world mile record himself at the London Diamond League in July."This record needs to be brought home," Kerr declares. "This is a British record. This is a British distance. And so it would be doing a disservice to the UK to not be doing it at home. It's why I can't do it anywhere else."The 28-year-old faces a significant challenge. The world record of 3:43.13 was set by Hicham El-Guerrouj in July 1999, while Kerr's best is a shade over two seconds slower. However, with focused training, a new shoe from sponsor Brooks, the support of his 16-strong entourage and 60,000 fans at the London Stadium, Kerr believes he can break the long-standing record."People [say:] 'The sport needs more rivalries,'" Kerr explains. "I don't agree. I think the sport needs more moments. We need a reason to watch. And so that's where this comes from. This is the time to go after these big moments. I have a big target of what time I want to hit. I think it's going to be pretty special."Kerr's credentials are impeccable. He is a world 1500m champion and an Olympic silver and bronze medalist over the same distance. Last weekend, he further demonstrated his form by winning the world indoor title over 3,000m for a second time."I've been in shape to run the record multiple times over the last couple of years," Kerr states. "And so there's specific key sessions, we will have KPIs [key performance indicators] going into it."To achieve his goal, Kerr plans to focus on running between 55 and 56 seconds pace for each of the four laps. "There's a lot of muscle memory with stuff, and so we'll do a lot of training at pace," he explains. "We're three or four months in deep into the mental training of it. There's a lot going on behind the scenes already. The whole season is towards this."While Kerr has his pacemakers "signed, sealed and delivered," he insists this will be a proper Diamond League race rather than a time trial. "There will be some restrictions," he says coyly when asked about potential rivals. "I'm not scared to race people. I think certain athletes will have obligations elsewhere. But it's not going to be a closed-off race."A crucial factor in Kerr's favor is the quality of his support team. "Danny's the mastermind behind everything," Kerr says of his coach Danny Mackey. "He's my head coach and team leader. Then you've got Julian, who's an assistant coach, and my wife, who helps with everything."The team also includes Kerr's mother as head physio, a "super-manager and assistant" called Nicole, a chiropractor, massage therapist, two strength and conditioning coaches, a performance and mental coach, a nutritionist, a full-time chef, and a videographer and social media assistant. Race agent Ray Flynn and management company Forte complete the 16-strong squad."I have a lot of respect for this record," Kerr concludes. "But I believe that I have the ability and the people around me that will help me get there. This record is one of the most important we have in track and field. The time is now. It's time for that record to be renewed."

The Shift in Apple's Navigation Monetization StrategyApple Maps has evolved from a controversial launch to a functional competitor, but the Cupertino giant is now preparing to introduce a new revenue stream that could fundamentally alter the app's user experience. According to reports from Bloomberg, Apple is gearing up to launch search-based advertising in its iOS Maps app later this year, with an official announcement expected as early as this month. This move signals a strategic pivot from Apple's traditional "walled garden" approach to monetization, directly challenging the long-standing dominance of Google Maps in the local search space.How the Ad Model Will FunctionThe proposed advertising model is expected to operate on a bidding system, similar to Google's approach. Businesses will bid for the opportunity to appear in "Top Results" when users search for specific terms, such as restaurants, bars, or retail stores. Unlike traditional banner ads, these placements are contextually relevant, appearing directly within the search results list. This integration aims to provide users with immediate access to local businesses while generating revenue for Apple, a model that Bing Maps has successfully utilized for years.Financial Implications for AppleWhile the specific financial targets have not been disclosed, the introduction of Maps ads represents a significant opportunity for Apple to diversify its revenue streams. As Apple hardware sales face saturation in certain markets, software and services revenue becomes increasingly critical. By monetizing a core utility app like Maps, Apple can capture a slice of the local advertising market, potentially generating billions in annual revenue if the user base engagement remains high.The Privacy Paradox in Location ServicesThe most significant challenge Apple faces with this rollout is the potential erosion of its core brand promise: privacy. Apple has historically differentiated itself from competitors by emphasizing user data protection and the lack of tracking cookies. Introducing ads based on location history and search terms could create a conflict of interest. If users perceive that their location data is being used to serve targeted advertisements, it may undermine the trust that has been carefully cultivated around the Apple ecosystem.Future Outlook: Balancing Revenue and User ExperienceLooking ahead, Apple will need to execute a delicate balancing act. The success of Maps ads will depend heavily on transparency and user control. If Apple can clearly distinguish between organic results and paid placements, and if the ads are genuinely useful rather than intrusive, the transition may be smooth. However, if the ads disrupt the seamless experience of the location history widget or compromise privacy standards, Apple risks alienating its most loyal users. The coming months will be critical in determining whether this revenue strategy strengthens or weakens Apple's position in the tech landscape.