Apple is preparing to introduce advertising within its Maps app, marking a new step in its broader strategy to grow services revenue. The ads could begin appearing as early as this summer across iPhone, other Apple devices, and the web.
According to a report citing sources familiar with the matter, Apple is working on a system where businesses can bid for placement within search results on Apple Maps. Sponsored listings are expected to appear at the top when users search for terms like “sushi” or “coffee,” similar to how ads function on platforms like Google Maps and Yelp.
The company has not officially confirmed the development, with a spokesperson declining to comment. However, the move aligns with Apple’s ongoing expansion of its advertising business.
Reports suggest that Apple may use AI-driven tools to enhance ad targeting, focusing on relevance and user intent. The concept was first discussed in October 2025, when early details of potential ads in Apple Maps surfaced.
The development follows Apple’s broader push into advertising. In April last year, the company rebranded its ad business from Search Ads to Apple Ads. The division, led by Todd Teresi and reporting to services head Eddy Cue, is projected to generate around $8.5B (approximately ₹70,000 cr) in 2026.
While still smaller than competitors, advertising is becoming an increasingly important part of Apple’s services portfolio. The company has already expanded ad placements within the App Store and is reportedly exploring monetisation opportunities across its News app, Podcasts platform, and even sports content such as the Major League Soccer streaming package on Apple TV.
If implemented, ads in Apple Maps would further integrate advertising into Apple’s ecosystem while opening new revenue streams tied to local search and discovery.
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