Following a Bloomberg article suggesting that Apple may soon begin incorporating advertisements into its Maps service, the company announced today that ads will be integrated into Apple Maps this summer in the U.S. and Canada. Despite this “feature” not yet being officially launched, users of Apple Maps have taken to social media to express their dissatisfaction about it.
“Seeing Apple include ads in Maps is amusing. Search for ‘coffee’ and the top result goes to whoever paid the highest amount to be there,” wrote a user on X. “The company valued at $3.7T supposedly needs more income from you looking for a flat white.” Another user questions: “Imagine you’re driving with Apple Maps for navigation, and an ad appears that stays for over a minute, causing you to miss your turn or a flyover.”
This announcement follows closely behind Google’s introduction of a complete overhaul of its Maps experience, designed not only for quicker navigation for drivers but also to provide tailored suggestions, powered by Gemini, when you’re searching for a new coffee spot, planning a trip, or making a dinner reservation with friends.
Here’s what ads on Apple Maps will entail
Ads on Apple Maps will be a part of the new Apple Business platform aimed at businesses of all scales. This platform integrates mobile device management, business email, calendar services, and ad management capabilities. Similar to the App Store, Apple Maps will allow business accounts to create ads on Maps starting this summer.
The company indicates that ads will appear at the top of search results for users in the U.S. and Canada based on relevance, supplemented by a new “Suggested Places” tab that will provide recommendations according to location, users’ recent searches, and additional criteria. Unlike Google, however, Apple asserts that its ads are governed by a “privacy-first approach to advertising,” meaning that users’ locations and the ads they engage with are not linked to their Apple Accounts, and their personal data remains on their device, preventing both Apple and third-party vendors from collecting that information. Furthermore, the company states that individuals under 13 years of age will not receive ads, and this new initiative will not disrupt navigation routes or general recommendations.
Prior to the launch of ads on Apple Maps, Apple Business members must claim their locations on Maps starting this April, after which they can seamlessly create ads using the platform.
Apple aims to boost revenue via ads
Although the company has already amassed $100 billion in service revenue, it reportedly generates around $8.5 billion from advertisements, as per Emarketer. With this further initiative in that segment, the company stands to earn even more, as ads will be placed not only in various sections of the App Store but also on Apple Podcasts, Apple TV under the Major League Soccer subscription package, and now Apple Maps. Bloomberg notes that Apple plans to increase ad sales within its News app as well.
In addition to this effort, the company revealed it will phase out Apple Business Essentials, Apple Business Manager, and Apple Business Connect once it unveils the new Business platform. The company states that those involved with the Connect experience will have their claimed locations, place card data, photos, organizational details, and more smoothly transitioned to the new Apple Business experience. The service will be free for new and existing users of the previous platforms, and it remains uncertain when the company might extend ad availability in Apple Maps to regions beyond the U.S. and Canada.