Apple Reportedly Exploring Ads in Maps to Boost Services Revenue

Apple is reportedly considering the introduction of advertisements in Apple Maps as part of its ongoing efforts to expand its Services revenue, according to a report from Bloomberg’s Power On newsletter. The company recently held an all-hands meeting to discuss potential monetization strategies for its navigation app, marking a renewed interest in a concept that was first explored back in 2022.

At that time, reports indicated that search ads were already in development, with an expected rollout in 2023. However, the plan never materialized. Now, Apple appears to be revisiting the idea, though there is no official confirmation of an imminent launch or active development at this stage.

If Apple moves forward with this initiative, advertising in Maps could follow a model similar to Google Maps, where businesses pay to appear higher in search results. Additionally, Apple might allow businesses to sponsor locations on the map itself, giving retailers and restaurants greater visibility within the app.

Apple has already integrated advertising into several of its platforms. The App Store features sponsored applications in search results and on the home page, while Apple News displays mid-article ads, sponsored content, and paid subscriptions. Late last year, Apple even transitioned its ad sales to an in-house team, signaling a broader push into digital advertising.

Expanding advertising efforts in Apple Maps aligns with Apple’s broader strategy to increase its Services revenue, a segment that has become a major growth driver for the company. According to Apple Insider, Apple held a 51% share in programmatic advertising as of August 2024 — an increase of 6% year-over-year — and generated approximately $10 billion in ad-related revenue in 2024 alone.

Bloomberg also suggests that Apple may extend advertising to Apple TV+, beyond its existing MLS and MLB game sponsorships. If implemented, this move could mark a significant shift in Apple’s traditionally ad-light ecosystem, further solidifying its presence in the digital advertising space.

While Apple has not yet confirmed a timeline or specific plans for Apple Maps ads, it’s clear the company is actively exploring new ways to monetize its services — a shift that could reshape how users experience the Apple ecosystem in the years ahead.

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