Apple is reportedly preparing to introduce advertising within its Maps app, as part of a broader effort to grow its services revenue. According to Mark Gurman of Bloomberg, the company could announce the move as early as this month. Notably, dynamic ads for Apple Podcasts were announced last month.
Why Apple is adding ads to Maps and how it works
Apple is looking to expand its revenue streams through advertising as its services business faces increasing regulatory pressure and changing market conditions. The Maps app provides a new opportunity to monetise user intent, particularly in local discovery where users actively search for nearby places and services.
The system is expected to work similarly to Google Maps, enabling businesses to compete for visibility within search results. Sponsored listings may appear prominently when users search for specific categories, offering higher exposure to advertisers. This model is already used by platforms like Yelp Inc..
According to Gurman’s report, here’s what to know:
- Services segment generates over $100 billion annually
- Contributes more than a quarter of Apple’s total revenue
- Facing regulatory pressure around the App Store model
- Search deal with Alphabet Inc. faces uncertainty
- Advertising seen as a way to offset potential slowdowns
Apple’s advertising business is led by Todd Teresi and operates under services head Eddy Cue. The division is estimated to generate around $8.5 billion in revenue this year, according to eMarketer. The company has also been expanding ad placements across its ecosystem, including the App Store, Apple News, podcasts, and Apple TV.
Rollout timeline and availability
Ads in Apple Maps are expected to roll out as early as summer 2026. The feature will likely be available on iPhone, other Apple devices, and the web version of Maps.