Apple is reportedly gearing up to introduce search ads within its native Maps app as early as next year. According to sources familiar with the matter, the company plans to let local businesses, such as restaurants and retail outlets, pay for better visibility in search results. The move could mark Apple’s latest step toward broadening its advertising portfolio.
The initiative, first reported by Bloomberg’s Mark Gurman in his Power On newsletter, suggests Apple’s advertising strategy is shifting beyond the App Store and News apps. Maps already plays a major role in how Apple users discover shops, services, and attractions, making it a prime platform for targeted promotions. Analysts note this could also challenge Google’s dominance in local search advertising.
Internally, Apple’s advertising team is said to be developing advanced features to ensure promotional listings remain relevant and non-intrusive. The company reportedly plans to rely on user preferences and real-time location data to tailor these ads effectively. This strategy aligns with Apple’s longstanding emphasis on privacy while still providing businesses a new channel to connect with customers.
Industry experts believe this move may generate significant revenue in the coming years, given Apple Maps’ vast global user base. Ads could appear as small promotional banners or highlighted business names within search results, subtly integrated into the interface. Apple’s reluctance to overwhelm users with excessive ads might also help preserve the app’s usability and trustworthiness.
While the plan mirrors strategies already employed by competitors, Apple’s approach may differ through its strict privacy policies and curated ad placements. By expanding its advertising ecosystem, Apple continues to diversify its income stream beyond hardware and subscriptions. Users can expect the feature rollout sometime in early 2026, pending internal testing and regulatory approvals.
Apple is moving ahead with a plan to bring ads to Maps.
— More Perfect Union (@MorePerfectUS) October 28, 2025
The company will allow businesses to pay to have their details featured more prominently within the app’s searches.
Apple plans to use AI to enhance this new feature, per Bloomberg.
