Apple is preparing to insert advertisements in its Maps app for both mobile and web platforms as early as this summer, according to recent reports. These ads would allow businesses to bid for priority placement in Maps search results, potentially placing the highest bidder at the top for relevant queries like ”sushi” or ”pizza.” This approach mirrors the ad strategy Google’s Maps service uses to monetize location-based searches.
This new ad format is expected to be announced soon, possibly this month, before rolling out globally. It represents another revenue stream for Apple’s rapidly growing services division, which already generated more than $109 billion in 2023. Besides Maps, Apple currently runs ads in the App Store, News, and Stocks apps, with plans to expand ad slots within App Store search results in multiple countries soon.
Integrating ads into Maps signals Apple’s intent to more aggressively monetize its ecosystem beyond device sales. While users have traditionally valued Apple Maps for privacy and simplicity, the introduction of paid search prominence could alter the user experience and business competition. Given Apple’s massive installed base and ever-expanding services pipeline, Maps ads could quickly become a lucrative channel-putting direct pressure on Google Maps’ longstanding dominance in local search advertising.
How Apple Maps ads will work
Apple’s Maps ads will operate through a bidding system where businesses pay to appear at the top of relevant search results. This will allow local businesses to increase visibility when users search for services or products nearby.
Apple’s expanding ad ecosystem
Currently, Apple places ads in the App Store, News, and Stocks apps. The addition of Maps ads marks a significant expansion of Apple’s advertising channels. The company is also planning to increase ad placements inside App Store search results in more countries, broadening its revenue streams.
Impact on local search advertising
Apple’s move to introduce ads in Maps challenges Google Maps’ leadership in local search advertising. With Apple’s large user base and commitment to privacy, its ad model could attract businesses looking for alternatives to Google’s platform, potentially reshaping local search marketing strategies.