The long-anticipated move places sponsored listings in two main areas. The first is before a query is made, within the Suggested Places section. The Maps app is getting this Suggested Places feature to recommend locations to visit based on trending places that are around you and your recent Maps searches.
The second area is after a user performs a search, when ads can appear among the results if Apple determines they are relevant to the query. Reports from back in 2022 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 public first heard that Apple was considering strengthening its services revenue by monetizing Maps at the start of 2025.
Ad Placements and Restrictions
While the advertisements are clearly marked with a blue "Ad" tag, users cannot turn them off, even if they subscribe to premium services like iCloud+ or Apple One. Similar to ads in the App Store, there will be no option to turn off ads in Apple Maps. Businesses will be able to bid for ad placement, which is how ads in the App Store work, allowing the highest bidder for a given term to have their ad shown. Only one advertisement will appear per set of search results.
Apple states that interactions with these ads are not linked to a user's Apple Account, and the company does not share this search data with third parties. Additionally, the platform restricts certain ad categories to maintain quality control. Advertisements for home services, bail bonds, and cryptocurrency ATMs are strictly prohibited, while medical services are evaluated on a case-by-case basis.
Rollout and Business Incentives
The current launch follows Apple's earlier announcement in March regarding its plans to monetize the Maps app. The company began allowing businesses to purchase ad slots in August, offering a 15 percent credit incentive toward future ad spend for early adopters. This introductory offer provides advertisers with a 15 percent credit on up to $1,000 per month of spend over the first year.
As the feature goes live across North America, ad placements are expected to ramp up in the coming weeks. While the advertisements will be shown in Apple Maps in the United States and Canada first, they could expand to other countries in the future.