Apple is preparing to introduce advertising within Apple Maps, according to a report from Bloomberg.
It has been rumoured that the new feature can be announced as early as this month with the official rollout commencing as early as June 2026.
This move would fit with Apple’s expansion of its Services division in recent years as hardware sales have slowed.
Advertising will appear within search results in Maps offering a new way for businesses to be discovered. The new system will allow retailers, cafes or restaurants and other businesses to bid on relevant keywords like “tacos” or “pasta”, with higher bids increasing visibility. This is similar to Apple’s pre-existing AppStore search ads and sponsored listings within Google Maps.
The development marks a significant monetisation shift for Apple Maps which has traditionally been an ad-free tool.
Apple’s Services division now generates more than $100 billion annually for the tech giant, accounting for nearly a quarter of its total revenue. Just 10 years ago, it accounted for less than a tenth of its revenue.
The move positions Apple as a new frontier for local advertising and intent-driven discovery. It will make Apple a closer competitor to Google in ad dominance and search.
Maps is the next application in the Apple ecosystem to introduce advertising, following the App Store, News and Stocks.
The ads will rollout across all Apple devices including iPhone and the web version of Maps.
