Apple is officially taking a page from the Google Maps playbook. The Cupertino giant is moving forward with plans to introduce ads in Apple Maps, allowing businesses to buy visual space in the app’s search results.
Apple’s services division already generates over $100 billion a year, and monetizing Maps would be the next logical step. The app is used by millions of users on iPhones, Apple Watches and CarPlay dashboards, making it an excellent audience for targeted advertising.
How do the ads in Apple Maps actually work?
Businesses like restaurants, gyms, cafes, amusement parks, garages, etc. can bid on search terms like “food,” “coffee,” “water attractions,” or “car repair” so that their listings appear above organic Apple Maps results.
If anyone has run ads on Google Search, they know how the keyword-based ad system works. The advertising system in Apple Maps mirrors search ads displayed in the App Store, requiring developers to pay to have their software appear in the advertised area.
More importantly, ads are clearly labeled to distinguish them from organic results. Additionally, they should only be displayed if they are contextually relevant. This means that a sushi restaurant 10 miles away from you won’t show up when you search for one nearby.
For end users, the update will forever change the way search results look and work in Apple Maps. On the positive side, search ads should lead to more relevant discovery and timely offers from companies. However, for those who use Apple Maps to escape Google’s ad-heavy interface, this could be bad news.
We’re already seeing advertising in Apple’s App Store
The development, first reported by Bloomberg’s Mark Gurman, marks one of the most significant shifts in Apple’s product philosophy in years.
For years, Apple positioned itself as a premium alternative to Google’s ad-driven ecosystem. However, with the addition of advertising in the App Store and Maps, that line is starting to blur. We’ve already had too many conversations about targeted advertising, how it works, what types of personal data it collects, and whether it’s good for privacy.
Apparently, Apple Maps uses your location history, search intent, and general app behavior to show you the most relevant and convertible ads. If the rollout goes smoothly, it could cement advertising as a lasting pillar of Apple’s business. If not, the backlash from a user base that pays a premium for a “clean” experience could be swift – and loud.
