Apple Maps will soon have ads, Apple confirmed in a blog post announcing the company’s new Apple Business platform. Reports that Apple planned to expand its ad business outside of the App Store and Apple News broke as recently as yesterday, but the company has been rumored to be exploring putting ads in its navigation app as far back as 2022.
Ads in Maps, as the new advertising program is called, will allow businesses to create ads that can appear “when users search in Maps,” at the top of search results and “at the top of a new Suggested Places experience in Maps, which will display recommendations based on what’s trending nearby, the user’s recent searches, and more,” Apple says. The program will be open to Apple Business customers in the US and Canada starting this summer. Any advertisers using the existing Apple Ads experience will also be able to book space in Apple Maps.
Like the other ads Apple offers to businesses in the App Store and Apple News, ads in maps will be clearly marked and are designed to maintain users’ privacy. What ads users interact with and their current location is not associated with their Apple Account, and personal data stays on user’s devices and isn’t shared with third-parties or collected by Apple.
Apple’s slow expansion into advertising most directly benefits its over $100 billion “Services” business, which covers obvious things like Apple TV and Apple Music, but also includes the fees it takes from in-app purchases made through the App Store and the money it makes selling advertising. At least so far, Apple’s ads are easy to ignore, and based on the samples provided as part of its announcement, that’ll stay true in Apple Maps.
Ads in Maps are bundled in Apple’s larger Apple Business program, an enterprise offering that’s designed to appeal to multiple different sizes of business. Apple Business includes things like mobile device management (for distributing apps and managing user accounts), the ability to set up a business email, calendar and web domain through Apple and the aforementioned Ads in Maps.