Apple Considers Bringing Ads to Maps Again

Apple is once again considering the possibility of introducing search advertising into the Apple Maps app, following the monetization model already implemented in the Apple News and Stocks apps. The basic concept is to give businesses the opportunity to promote their establishments in search results within Apple’s mapping service. However, the project is still only in the discussion stage, and its technical implementation has not yet begun.

Image Source: Apple

As Bloomberg journalist Mark Gurman notes, the idea of ​​implementing search ads, which allow businesses to promote their establishments by paying to increase their positions in search results, was discussed within the company several years ago, but it did not develop then. Now, against the backdrop of Apple’s desire to expand its presence in the digital advertising sphere, the company is returning to this issue and exploring the possibility of integrating search ads into Apple Maps, similar to Google Maps.

It is assumed that companies will be able to pay for the promotion of their establishments, providing them with a priority place in search results. This will allow, for example, restaurants, shops or hotels to become more visible to users when searching for the corresponding categories of objects. A similar monetization model already brings Apple significant income in other services, and now the company intends to evaluate the prospects for its expansion to the mapping segment.

At a recent working meeting at Apple, the topic of monetization of Apple Maps, in particular search advertising, was raised again. In addition to regular search ads, the idea of ​​making some locations on the map “more visible” was discussed. However, Apple has not yet determined specific mechanisms for implementing this idea and continues research, so the exact timing of its implementation has not yet been announced. Nevertheless, the very fact that Apple has returned to discussing the issue indicates the company’s serious intentions to develop its own advertising ecosystem, which could lead to significant changes in its mapping service.