Apple Has Internally Tested Injecting Ads Into Maps App Search Results [Updated]

Apple is aiming to triple its ad revenue from $4 billion per year to double-digit figures by expanding its advertising to more apps, according to Bloomberg's Mark Gurman.

apple maps 3d feature
Currently, Apple ads appear in App Store app searches, where developers pay for promoted spots in results, as well as more standard ads that appear in the News and Stocks apps. Apple also generates revenue with commercials during MLB Friday Night Baseball streams, but now the company wants go bigger by expanding its ad presence across iPhone and iPad apps.

In the latest edition of his "Power On" newsletter, Gurman writes that Apple's VP of advertising platforms Todd Teresi wants to triple current ad revenue, and the first move to achieve that could be to bring ads to the Maps app. Apple has internally tested adding sponsored spots in Maps search results, reports Gurman, and if it does roll them out to Maps users, it could just be the beginning of a wider expansion.

Gurman speculates that Apple could also bring ads to the digital storefronts of its Books and Podcasts apps, while an even more lucrative revenue driver could be Apple TV+, if the company was to follow the lead of Netflix and Disney+ by providing an ad-supported tier.

Apple has already announced it will be expanding its advertising business reach in the ‌App Store‌, with new placements coming to the "Today" screen as well as to individual app pages, which will allow developers to pay for slots outside of the Search tab and search results for the first time.

However, Apple will be aware that even a gentle creep into other areas of Apple's software could mar the premium experience that users expect of its devices, while also leaving it open to increased criticism over its App Tracking Transparency (ATT) framework which has, by some accounts, had a substantial negative impact on both large and small businesses.

Apple's ATT tracking rules are currently under investigation in Germany under competition law to ascertain whether they are self-preferencing Apple or being an impediment to third-party apps. Apple has disputed suggestions that its ATT framework has unfairly benefitted the company to the detriment of third-parties.

Earlier this year it commissioned a study into the impact of ATT that was conducted by Columbia Business School's Marketing Division. The study concluded that Apple was unlikely to have seen a significant financial benefit since the privacy feature launched, and that claims to the contrary were speculative and lacked supporting evidence.

Update: Apple engineers are already working on implementing search ads in the Apple Maps app, and the ads will be likely be visible next year, according to Gurman.

Popular Stories

iOS 18 CarPlay Feature

iOS 18 Adds These 5 New Features to CarPlay

Thursday June 13, 2024 7:44 am PDT by
Apple did not mention CarPlay during its WWDC keynote this week, but iOS 18 includes a handful of new features for the in-car software. Overall, there is not a whole lot new for CarPlay on iOS 18, with changes seemingly limited to the Messages and Settings apps so far. Below, we recap everything new for CarPlay on iOS 18. New for CarPlay on iOS 18 1. Contact Photos in Messages App...
apple watch series 9 display

Kuo: Apple Watch Series 10 to Get Larger Screen and Thinner Design

Monday June 17, 2024 1:20 am PDT by
This year's Apple Watch Series 10 will be thinner and come in larger screen sizes than previous models, according to Apple analyst Ming-Chi Kuo. In his latest industry note -10-and-98075c44ce92">shared on Medium, Kuo said the screen size options on the next-generation Apple Watch will increase from 41mm to 45mm, and from 45mm to 49mm, while being encased in a thinner design. For reference,...
iPod Nano vs iPod Pro Ad Feature 1

Apple Developing Thinner MacBook Pro, Apple Watch, and iPhone

Monday June 17, 2024 2:22 am PDT by
Apple intends to slim down the MacBook Pro, Apple Watch, and iPhone, with the new ultra-thin M4 iPad Pro a sign of the company's new design trajectory, according to Bloomberg's Mark Gurman. When the M4 iPad Pro was unveiled last month, Apple touted it as the company's thinnest product ever, and even compared it to the 2012 iPod nano to emphasize its slim dimensions. Writing in the latest ...
iOS 18 Siri Integrated Feature

You Can Give Siri a New Name With iOS 18's Vocal Shortcuts

Friday June 14, 2024 4:33 pm PDT by
Apple in iOS 18 added a Vocal Shortcuts accessibility feature, and now that iOS 18 is available in a beta capacity, users have figured out that this option can be used to give Siri a new wake word. With Vocal Shortcuts, you can assign a custom phrase that Siri can understand to launch shortcuts and complete "complex tasks," and one of the shortcuts you can set up is an alternative for "Hey...
iOS 18 Wallet Feature

Here's What's New in Apple Wallet on iOS 18 for Event Tickets and More

Friday June 14, 2024 7:32 am PDT by
iOS 18 includes a handful of enhancements to the Wallet app on the iPhone, with new features for Apple Pay, Apple Cash, event tickets, and more. Below, we outline everything new for the Wallet app on iOS 18, based on information from Apple's press release and a WWDC 2024 coding session. Redesigned Event Tickets Event tickets have an all-new design in the Wallet app on iOS 18, complete...

Top Rated Comments

Total Respray Avatar
24 months ago
A part of the reason I pay the Apple premium is not to be bombarded with ads…
Score: 140 Votes (Like | Disagree)
krspkbl Avatar
24 months ago
First the App Store now Maps...what's next?

Go down this road Apple and my next phone won't be iPhone.
Score: 78 Votes (Like | Disagree)
icanhazmac Avatar
24 months ago
***** ads.

What, now I need to pay for an ad free version of Maps? /smh
Score: 37 Votes (Like | Disagree)
Killbill2 Avatar
24 months ago
Keep your ads and stick them up your…
Score: 37 Votes (Like | Disagree)
tehabe Avatar
24 months ago
So I can stick with Google Maps. At least it supports bicycle routes for my region.
Score: 36 Votes (Like | Disagree)
Corsig Avatar
24 months ago
Can't think of a time I bought something because of an Ad especially on an app
Score: 36 Votes (Like | Disagree)