Apple is bringing ads to Apple Maps this summer

Apple is preparing to introduce sponsored listings in Apple Maps, marking a significant expansion of its advertising business beyond the App Store.

How it will work. According to Bloomberg’s Mark Gurman, the system will function similarly to Google Maps — allowing retailers and brands to bid for ad slots against search queries. Sponsored businesses will appear in Maps search results, much like sponsored apps already appear in App Store searches.

The timeline. An announcement could come as early as this month, with ads beginning to appear inside Maps as early as this summer across iPhone, other Apple devices, and the web version.

Why Apple is doing this. Advertising is a growing and high-margin revenue stream for Apple’s services business. Maps — with its massive built-in user base across Apple devices — is a natural next step, particularly as location-based advertising continues to grow.

Why we care. Apple Maps has a massive built-in user base across iPhone and Apple devices, and users searching within Maps are expressing clear, high-intent signals — they’re actively looking for somewhere to go or something to buy. This opens up a brand new location-based advertising channel that previously didn’t exist on Apple’s platform, giving local businesses and retailers a way to reach those users at exactly the right moment.

Advertisers already running Google Maps or local search campaigns should pay close attention, as this could quickly become a significant complementary channel.

The privacy angle. True to Apple’s form, a user’s location and the ads they see and interact with in Maps are not associated with their Apple Account. Personal data stays on the user’s device, is not collected or stored by Apple, and is not shared with third parties.

How to access it. Businesses will be able to access a fully automated experience for creating ads through Apple Business in a few simple steps. Current Apple Ads advertisers and agencies will also have the option to book ads through their existing Apple Ads experience, which will offer additional customization options.

What you need to do now. When Apple Business becomes available in April, businesses will need to first claim their location on Maps apple before ads become available this summer — so the time to get set up is now, not when the auction opens.

The bottom line. Apple Maps ads should open up a high-intent, location-based channel that hasn’t existed before on Apple’s platform. Advertisers running local or retail campaigns should claim their Maps listing now and start planning budgets for a summer launch. Early entrants in a new ad auction typically benefit from lower competition before the market matures.

Update 10:45 ET: Apple has officially confirmed that ads are coming to Apple Maps this summer, as part of a broader new platform called Apple Business launching April 14.