Apple has announced plans to introduce paid advertisements on its Maps application across the United States and Canada this summer. The move marks the company's entry into the local advertising market, which has long been dominated by Google.
Businesses will be able to claim their physical locations through a revamped set of business tools, which Apple intends to update next month. Sponsored content will appear above organic search results, but Apple has not disclosed projected revenue or the number of active Maps users among its 2.5 billion active devices.
Analysts see the move as an incremental opportunity for Apple's services business, which has become a key growth driver. However, it places Apple in more direct competition with Google and Meta Platforms for local advertising dollars, while potentially intensifying scrutiny of Apple's privacy-focused stance.
Apple emphasised that its new map ads will maintain privacy controls. User location and ad interactions will not be linked to Apple accounts, and personal data remains on the device, not collected or shared with third parties.
The launch comes amid regulatory pressure on Apple's commission-based app store revenue and its search deal with Google, as well as the rise of AI technology that could reduce traditional search traffic. Apple also plans to revamp its business tools, including making a previously paid device management tool free.
