Apple is reportedly reconsidering its stance on incorporating advertisements within Apple Maps. While the tech giant explored this possibility in 2022, the idea was ultimately shelved. Now, according to Mark Gurman’s Power On! newsletter, Apple is revisiting the concept as it seeks additional revenue streams.
Apple currently displays ads within its Apple News and Stocks apps. This renewed interest in monetizing Maps suggests a broader strategy to expand advertising across its services. While Apple has confirmed exploring potential monetization avenues, no concrete plans or timelines have been announced.
One potential implementation could involve businesses paying for elevated placement in search results or larger icons on the map itself. This approach mirrors existing practices in other advertising platforms. It also raises the possibility of Apple introducing ad-free tiers for its services, either through separate fees or integration into the Apple One subscription bundle.
Apple Maps on the Apple iPhone 16 Plus.Apple Maps displaying search results. Photo by: Andy Boxall / MaagX
Prioritizing paid placements within Apple Maps raises concerns regarding user experience. A likely implementation would resemble Google’s ad system, with sponsored results clearly marked and organic search results appearing lower. However, deviating from the current ad-free experience could alienate some users.
Unlike traditional online advertising, ads within Apple Maps would originate from the same source as the core content. This approach, similar to certain streaming services, circumvents traditional ad blockers like uBlock, which typically filter external content.
Implementation, if it occurs, won’t be immediate. Gurman reports no active development is underway, suggesting a timeline of several months to a year before any ads appear in Apple Maps.
The potential introduction of ads in Apple Maps underscores the company’s ongoing exploration of new revenue models. While the exact form and impact remain uncertain, the move could significantly alter the user experience and the landscape of location-based advertising.
