Apple is expanding its advertising reach on the iPhone, with plans to introduce ads to Apple Maps as soon as next year. According to Mark Gurman’s Power On newsletter, Apple’s venture into iPhone advertising began several years ago. Earlier this year, Bloomberg reported that Apple was considering ads in Apple Maps, though no launch timeline was specified. Now, in late October, Gurman reveals that the initiative is “gaining traction.”
Apple intends to allow businesses—such as restaurants and other points of interest—to pay for premium placement in Apple Maps search results. This strategy mirrors Apple’s current approach in the App Store, where companies can pay to have their apps promoted when users search for specific software on iPhones or iPads. Gurman suggests Apple’s ad experience in Maps might surpass Google Maps by offering a superior user interface, though the exact design remains under wraps. Additionally, Apple plans to integrate AI to deliver relevant and useful advertising within Apple Maps.
Will Users Accept Ads in Apple Maps?
Despite the potential benefits, Gurman raises concerns about consumer pushback. The issue extends beyond just Apple Maps to Apple’s broader use of iPhone screen space for advertising its own services, including AppleCare+, Apple Music, Apple TV+, and Fitness+. Ads also appear in Apple News, and increased ad presence on these premium devices may frustrate users who already pay a high price for iPhones and expect an ad-free experience.
A recent example fueling this concern is the promotion of the F1 movie inside the Wallet app, which some users found intrusive. However, ads in Apple Maps could feel different. They might provide a more practical and beneficial experience, similar to Google Maps, one of the leading navigation apps that has featured ads for over a decade. Google Maps uses promoted pins to highlight businesses prominently on the map, which, while ads, often serve as helpful markers for users seeking places nearby. Whether Apple will adopt a similar ad placement system remains uncertain, but the potential for enhanced usability is there.
