Apple is reportedly preparing to introduce search ads within its native Maps app as part of a broader push to expand its advertising business. According to recent reports, the Cupertino-based company aims to roll out this new feature by next year. The initiative would allow local businesses—such as restaurants, shops, and service providers—to pay Apple for better visibility in search results, giving them a higher chance of being discovered by users browsing nearby locations.
This move marks Apple’s latest effort to diversify its revenue beyond hardware and subscriptions, tapping further into the lucrative digital advertising market. While Apple already generates ad revenue from the App Store, Apple News, and the Stocks app, Maps could become a powerful new platform for targeted, location-based ads. By integrating advertising directly into one of its most widely used services, Apple could leverage user behavior and location data to create more effective promotional opportunities—without compromising on its strict privacy stance, at least publicly.
Reports suggest that Apple had previously explored introducing ads in Maps earlier this year but decided to pause the rollout. Now, the company appears ready to revisit the idea as it continues to seek new sources of growth amid slowing iPhone sales and an increasingly competitive digital services market. Industry analysts see the move as part of Apple’s gradual transition into a more diversified tech ecosystem, where software and services play a larger role in the company’s financial future.
According to Bloomberg’s Mark Gurman, who first reported the development in his Power On newsletter, the upcoming Maps ads are expected to function similarly to App Store search ads. Businesses could bid on specific search terms or categories, allowing their listings to appear more prominently when users search for related places. If successful, this feature could turn Apple Maps into not just a navigation tool—but a commercial discovery platform rivaling Google Maps and other location-based advertising services.