Apple Maps may get paid placements as part of new ad strategy

Apple is exploring ways to monetize its Maps app, according to Bloomberg’s Mark Gurman.

In a recent report, Gurman details how Apple is looking to expand advertising across its services, with sources pointing to an all-hands meeting where the Maps team discussed potential strategies. Apple has previously explored the idea of search-based ads for Maps.

In practice, this could mean that when you search for a business or restaurant, the top results might not be the most relevant to your location or preferences but rather those that have paid for placement.

This also wouldn’t be the first Apple app to integrate ads; Apple News and Stocks already display them. Gurman also notes that this move aligns with Apple’s broader push into advertising, particularly as it looks to grow its presence in live sports. It’s unclear why Apple is pushing so hard to further monetize its services division, especially after the segment hit a record $26.3 billion in revenue in 2024. But at the end of the day, more revenue is still more revenue.

While details on how ads might appear in Maps remain unclear, the shift suggests Apple is increasingly focused on turning its ecosystem into a more significant ad-driven business.