Apple Maps Advertising Plans

Apple is contemplating the incorporation of advertisements into its Maps application as part of a wider initiative to enhance its Services revenue, according to Mark Gurman from Bloomberg. The technology firm is said to have conducted an all-hands meeting with the Maps team to explore various monetisation strategies, although no engineering work has commenced and no specific timeline has been offered for the rollout.

The Previous Consideration of Ads in Apple Maps

This is not the first occasion Apple has investigated the possibility of integrating ads into Apple Maps. In 2022, Gurman indicated that the company was actively working on embedding paid search advertisements into the platform, with an anticipated launch in 2023. However, those plans did not come to fruition. Now, Apple seems to be revisiting the idea, in line with its ongoing expansion of its advertising business.

How Advertising Could Function Within Apple Maps

Instead of conventional banner advertisements, Apple is expected to adopt a model akin to Google Maps, where businesses can financially bid for premium positions in search results. For instance, a fast-food brand could secure the top spot when users search for terms like “burgers” or “fries.” Furthermore, businesses may have the opportunity to pay for their physical locations to be distinctly marked on the map.

At present, while discussions are progressing, Apple has not clarified a definitive timeline regarding when—or if—advertisements will be integrated into Apple Maps.

Potential Expansion to Android

In addition to ad-driven monetisation, another potential revenue source could involve creating an Android application, similar to the recent introduction of the Apple TV+ app on Android devices. Extending Apple Maps to the Android platform could greatly increase its user base, making the app more appealing to advertisers. Earlier in July 2024, Apple announced that Apple Maps would soon be accessible via the web, but no announcement regarding support for Android was made.

Apple’s Increasing Emphasis on Advertising

Apple’s renewed focus on monetising Maps is in line with its growing concentration on advertising as a significant revenue source. In 2024, Apple is estimated to have generated around $10 billion in Services revenue from ads alone, with its share of the programmatic advertising market rising to 51%. The company has also been bolstering its internal ad sales teams and rolling out new ad formats throughout its ecosystem.