Apple’s getting ready to roll out advertising in its Maps application as part of a broader effort to grow its already substantial services revenue, according to a new report Monday. An announcement about plans to bring ads to Maps could come as early as this month.
Apple plans to bring ads to Maps app this summer
The new Apple Maps ad system will most likely look like Google Maps’ advertising model, Bloomberg reported. Retailers and brands will be able to bid for ad placement tied to specific search queries within the app. For example, an Italian restaurant could bid on the search term “Italian food.” And if it wins the auction, its listing would appear at the top of results when a user searches for that type of food nearby.
Ads are expected to begin appearing inside Maps as early as this summer, across iPhone and other Apple devices and on the web. Apple declined to comment on the plans.
Why this matters for Apple’s business
Apple’s services division already generates more than $100 billion annually and now accounts for more than a quarter of total company revenue. That’s up from less than 10% a decade ago. Its dedicated advertising unit, led by veteran executive Todd Teresi under Senior Vice President Eddy Cue, is projected to bring in around $8.5 billion this year, according to Emarketer.
The company rebranded its advertising effort from Search Ads to Apple Ads last year, signaling growing ambitions in the space. New ad slots have already been added within the App Store, and Apple has been working to expand advertising in Apple News and its podcast platform as well.
Apple plans to bring ads to Maps: Challenges ahead
The ad expansion comes as Apple navigates headwinds in services. Regulators are pressing for changes to the App Store’s business model. And the company’s lucrative search deal with Google — worth billions annually — faces uncertainty as AI-powered search tools gain ground. Growing Maps ad revenue could help cushion the impact of any slowdown in those areas.
David Snow, an expert on Apple hardware and software, writes on a variety of technological and cultural topics for Cult of Mac. They include Apple news, technology buying guides, and features about computer setups and Apple TV shows and movies.
With 30 years of experience covering technology and other subjects, he has written and edited for numerous print and online publications, including CMP Media, TechTV.com, CNET, Wired News, Red Herring magazine, Law.com, The National Law Journal and Law Technology News magazine. Among other roles, he served as executive editor of the Law.com network of websites and editorial director, technology, for ALM Media.
Snow graduated with a B.A. from Syracuse University with majors in magazine journalism and psychology. While there, he worked as a reporter for The Daily Orange newspaper and associate editor of Equal Time magazine.
Founder of the blog At the Waterline, he can be reached on X (formerly Twitter) via @atthewaterline and on Mastodon via @dsnow.
