Apple is considering adding paid search ads to Apple Maps, marking a major shift in its monetization strategy. According to reports, Apple’s leadership recently discussed potential ways to generate revenue through the Maps app.
Apple already runs ads in the App Store and Apple News, and this move would expand its growing advertising business. If implemented, businesses could pay to have their locations prioritized in search results, similar to how Google monetizes Google Maps.
How Paid Ads Could Work
Apple is reportedly exploring multiple advertising models for Maps. One possibility includes sponsored search results, where businesses pay to appear at the top of relevant searches. Another option involves highlighting specific locations, making them more visible to users browsing the app.
Although no official timeline has been announced, Apple has been considering this ad strategy since 2022. At the time, reports suggested Apple was preparing to launch search ads in Maps as early as 2023. The plan did not materialize, but recent discussions indicate renewed interest.
Apple’s Expanding Advertising Business
Apple’s ad business is rapidly growing, contributing over $10 billion to its Services division in 2024. The company has also invested in advertising on Apple TV+, hiring executives to lead video ad sales for sports content, including MLS and MLB games.
Apple currently holds a 51% share in global programmatic advertising, showing a 6% year-on-year increase. By adding paid search ads in Apple Maps, the company could further expand its advertising reach while offering businesses a new way to engage customers.
What This Means for Users
If Apple integrates ads into Maps, users may start seeing sponsored locations when searching for businesses, restaurants, or services. While this could help companies gain visibility, some users might worry about ads influencing search accuracy.
Apple has not officially confirmed when or if this feature will launch. However, as its advertising ambitions grow, paid search ads in Maps could be the next step in the company’s monetization strategy.
