Apple is preparing to introduce advertising into Apple Maps, signalling a significant shift in how the company monetises one of its core consumer services, Bloomberg reported.
According to the report, the feature could be announced as early as this month, with advertisements appearing in the iOS Maps app later this summer. The move would bring Apple closer to rivals such as Google. Google Maps, as well as Bing Maps, have long incorporated sponsored listings.
Under the proposed system, businesses would be able to bid for promoted placements within search results. For example, users searching for restaurants, bars, or shops could see paid listings featured prominently at the top of results, giving advertisers greater visibility within the app.
The introduction of ads could open up a new revenue stream for Apple, which has increasingly focused on expanding its services business in recent years. While the company has traditionally emphasised user experience and privacy, the addition of advertising suggests a growing willingness to explore alternative monetisation strategies.
Apple Maps has historically lagged behind competitors in both functionality and user adoption, particularly when compared with Google Maps. According to Rio SEO, 88% of users prefer Google Maps over Apple Maps. However, the app has undergone steady improvements, with enhanced navigation features, richer data integration, and partnerships with platforms such as the MICHELIN Guide.
Recent updates have also introduced more detailed traffic insights and commuting information.
It remains unclear how the introduction of search-based advertising will interact with Apple’s privacy commitments, particularly around location data. The company has not officially commented on the report.
AIM has reached out to Apple for a comment, but has yet to receive a response.
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