Apple is reportedly moving forward with plans to integrate search ads into its default Maps application, a significant shift expected to take effect next year. This strategic move could see the Cupertino-based tech giant enabling businesses, such as restaurants, to pay for enhanced visibility in search results, thereby expanding Apple’s advertising revenue.
This isn’t the first time rumors of ads in Apple Maps have circulated; previous discussions about such an integration were apparently put on hold earlier this year.
Apple’s Native Maps App to Feature Ads
According to Bloomberg’s Mark Gurman, in his ‘Power On’ newsletter, Apple is actively pursuing its goal of showcasing more ads within the Maps app. This development comes several months after initial reports hinted at the company’s consideration of integrating advertisements into the Maps app’s search results.
The planned advertising model for Apple Maps is expected to mirror the existing Search Ads in the App Store. In that system, app developers can pay to have their applications featured in a ‘promoted slot’ based on user search queries. Similarly, in Maps, businesses would pay to have their information appear more prominently in search, effectively becoming Apple’s clients.
Industry sources cited by Gurman suggest that the Maps search ads will offer a ‘better interface’ compared to other mapping services like Google. Furthermore, Apple intends to leverage artificial intelligence (AI) tools to deliver highly targeted advertisements, ensuring they are relevant and useful to users. While these promoted results will be clearly labeled as ‘sponsored’ to maintain transparency, the initiative might still draw criticism from users. Apple’s renewed focus on boosting its advertising income through Maps appears to be influenced by its rival, Google, which has successfully integrated business advertisements into its own mapping application.