Apple is reportedly planning to introduce advertisements within Apple Maps as part of its broader strategy to increase services revenue amid stagnating hardware sales. According to a Bloomberg report published on Sunday, the company will allow businesses to promote their locations within the app, similar to Google Maps’ ad model.
This decision comes after an all-hands meeting at Apple, where the board approved the idea of exploring ads within its mapping service. While this is not the first time Apple has considered the move, previous discussions about Apple Maps ads date back to 2022. Initially, the feature was expected to roll out in 2023 but was delayed for unknown reasons.
Apple has been gradually increasing its focus on services revenue as iPhone and Mac sales face challenges. With increasing competition in the smartphone and PC markets, the company has been looking for new ways to expand its income streams. Services such as Apple Music, iCloud, Apple TV+, and the App Store have been a major part of this shift, and now, Apple Maps appears to be the next platform to receive monetization efforts.
Unlike traditional display ads, Apple’s Maps advertisements are expected to function similarly to Google Maps’ promoted listings, where businesses can pay to appear at the top of search results. For example, a coffee shop could pay to be featured when users search for “coffee near me,” making it more visible to potential customers.
Apple has long marketed itself as a privacy-conscious company, which makes the introduction of ads a delicate move. While the company already has an advertising business, including search ads in the App Store, Maps presents a different challenge. Apple has built its reputation by distancing itself from ad-heavy models used by competitors such as Google and Meta.
However, Apple is likely to maintain its commitment to privacy by ensuring that its Maps ads rely on minimal user tracking. Instead of using personal data, the system might focus on contextual relevance, such as location-based recommendations without deep user profiling.
If Apple moves forward with ads in Apple Maps, it could pose a challenge to Google Maps, which dominates navigation services with a strong advertising model. Apple’s entry into the space might encourage more businesses to diversify their marketing efforts across different platforms.
While Apple has not confirmed an official launch date for Maps ads, the move signals a shift in how the tech giant plans to sustain revenue growth as device sales slow. Whether this strategy will be welcomed by users remains to be seen.
