Apple reportedly plans to bring ads to Maps app

Apple may be preparing to introduce advertising to its Maps app, according to a report from Bloomberg. Sources told the outlet that the technology company is gearing up to introduce the change later this year, with an official announcement that could arrive as soon as this month. If the plans move forward, ads could start showing up in the iOS Maps app at some point this summer. The move would mark a notable shift for the navigation service, which has historically operated without advertising.

Under the proposed arrangement, companies would bid for the opportunity to promote their businesses inside the app in conjunction with relevant word searches. For instance, Maps users searching for local establishments like restaurants, bars, or stores could be served ads from businesses that have won the bidding process, appearing as top search results. This bidding and placement model mirrors the advertising systems already employed by competitors like Google Maps and Bing Maps. Google has included ads in its navigation app for years, and Bing Maps also offers a similar advertising capacity to local business owners.

Reports of Apple considering ads for its navigation app are not entirely new; a similar report regarding the plan previously circulated in October. The potential shift comes after years of feature expansion for Apple Maps. While the app has historically trailed Google Maps in user perception—with users complaining years ago about its limited functionality—it has made strides in recent years. These updates include integrations with consumer outlets such as the MICHELIN Guide and Golf Digest. Last summer, during WWDC—Apple’s annual developer conference—the company also debuted a new feature to provide more traffic data and context about daily commutes.

It remains unclear how the integration of search-term ads might impact features that users value, such as Apple’s privacy protections and location history widget. TechCrunch reached out to Apple for more information regarding the potential update, though if an official announcement arrives soon, it may provide more clarity on how Apple plans to balance advertising with its existing user privacy standards.

Why it matters

The potential introduction of ads into Apple Maps would represent a significant revenue driver for Apple. By adopting this model, the company would align its navigation product with the established, ad-supported systems already utilized by competitors like Google Maps and Bing Maps.