What just happened? Apple’s long-reported plan to monetize its Maps app using advertising has become a reality. Users in the US and Canada will now see ads both before and after they perform searches – and they can’t be disabled. It should come as no surprise to learn that people are far from happy about another service that’s become filled with annoying advertisements.
We first heard that Apple was considering strengthening its services revenue by monetizing Maps at the start of 2025. Cupertino confirmed earlier this year that the ads would be rolling out this summer.
True to its word, Apple confirmed to 9to5Mac that it has started rolling them out to users in the US and Canada.
There are two main places where users will encounter ads. The first is before a search is even carried out, when the Suggested Places section on the search screen can include a sponsored listing alongside ordinary recommendations.
The second is after a user performs a search, when ads can appear among the results if Apple determines they are relevant to the query.
Each ad will clearly feature a blue tag indicating it’s an advertisement. Apple emphasizes that users’ interactions with ads won’t be associated with their Apple accounts, and that the data won’t be shared with third parties. Also, only one ad will appear in each set of search results.
That’s little consolation when there’s no way of switching off the ads, though. Even paying for other Apple services like iCloud+ or Apple One won’t get you preferential treatment.
One has to wonder whether introducing ads to the app will really be worth it from Apple’s point of view. While many people consider rival Google’s Maps app to be superior in terms of functionality and accuracy, some still preferred to use Apple Maps for the sole reason that it lacked ads. Now that benefit has been removed, Apple could see a rapid drop-off in users.
The writing has been on the wall for a long time. Back in 2022, reports claimed that Apple wanted to triple the size of its advertising business by bringing more ads to native apps, including Maps, Books, and Podcasts. The company has also been adding more sponsored results to App Store searches, suggesting Maps won’t be the last Apple service to become more ad-heavy.
