According to an insider, Apple is contemplating the addition of advertisements to its Maps app in an effort to enhance its growing Services revenue.
Bloomberg’s Power On newsletter reports that Apple convened an all-hands meeting to “explore” potential monetization strategies for the navigation app. This isn’t the first time Apple has considered integrating ads into Maps; discussions took place in 2022, following reports that engineering efforts were already in progress to implement search advertisements, with expectations for their rollout by 2023. However, that timeline did not materialize.
Similar to the previous speculation, the current discussions do not guarantee that ads will soon appear on the app, as no specific timeline or concrete plans have been confirmed. Drawing from past advertising initiatives, Apple has various methods it could use to incorporate ads into the platform. Bloomberg indicates that Apple Maps may adopt a model akin to Google Maps, where businesses pay to secure higher visibility in search results.
Additionally, companies might have the option to pay Apple to feature their locations directly on the map. Apple already includes ads in its App Stores by promoting sponsored applications in search results and on the homepage. Furthermore, the company transitioned to an in-house advertising sales team for its Apple News app last year, which now features mid-article ads, sponsored content, and subscription options.
The potential introduction of ads in Apple Maps appears to align with Apple’s strategy to increase its Services revenue. As reported by Apple Insider, the company held a 51% share in programmatic advertising voice as of August 2024, marking a 6% increase year-over-year, and generated approximately $10 billion in ad-related Services revenue in 2024. Additionally, Bloomberg notes that Apple may be considering the inclusion of ads in its streaming service, Apple TV Plus, which already features advertisements during MLS and MLB broadcasts.
 |
|
