Apple is said to be expanding its advertising strategy within iOS, with reports suggesting that the Maps app will be the next platform to include ads.
According to technology analyst Mark Gurman, Apple is developing a plan to integrate advertisements directly into Maps, similar to the existing ad placements found in the App Store. These would likely appear as sponsored listings or promoted results when users search for businesses, services, or locations.
The initiative is part of Apple’s broader effort to generate additional revenue from its extensive iOS ecosystem, which encompasses roughly 1.5 billion active iPhones worldwide. By introducing paid placements across more of its native apps, the company stands to significantly increase its advertising income.
If this trend continues, ads could become a more common feature across Apple’s built-in services. Even Apple Music subscribers, for instance, already encounter promotional content through curated radio stations and playlists featuring interviews or suggested artists.
While the expansion of ads could boost Apple’s profits, it also raises questions about user privacy and data protection. The company’s upcoming “Apple Intelligence” features—such as a more context-aware Siri and in-app automation—rely on large amounts of personal data, which may heighten concerns about how user information is managed in an increasingly ad-supported environment.
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