In what could be seen as a controversial move, Apple will roll out adverts within Apple Maps on iPhone and iPads this summer.
Affecting devices in the United States and Canada, the rollout will introduce sponsored placements directly into search results, where promoted listings will appear at the top when users look for nearby places. However, Apple has stated that the position will be determined by relevance rather than purely paid placement.
Apple is also adding ads to a new Suggested Places section, which will highlight recommendations based on trending locations nearby, a user’s recent searches, and broader contextual signals designed to surface places users may be interested in visiting.
According to Apple, these placements will be clearly labelled with an “Ad” tag, much like how App Store search results appear on iPhone and iPad, where sponsored listings are distinguished yet still integrated into the browsing experience.
The ads within Maps are integrated within the search results
The inclusion of ads in Maps is part of Apple’s new Apple Business platform which is a new all-in-one platform that promises to enable businesses to “effortless manage devices, reach more customers, equip team members” and receive support from experts too.
The company is highlighting that your data will remain secure, and claims that user’s location and ad interactions within Apple Maps are not linked to an Apple Account. Apple explains that all personal data remains on-device rather than being collected centrally.
Apple adds that this approach ensures Maps with ads maintains the same level of privacy as before, with no sharing of personal data with third parties and no persistent tracking tied to individual user identities or accounts.
Even so, the introduction of ads into a core navigation experience may prove controversial, particularly among users who value Apple’s reputation for cleaner interfaces and minimal commercial intrusion compared to rival platforms that already rely heavily on advertising.
From a business perspective, the move opens up another revenue stream within Apple’s fast-growing services segment, while giving businesses a new way to promote locations through Apple’s Business platform, where ad campaigns for Maps can now be created and managed.
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