Apple announced that advertisements will start appearing in Apple Maps in the US and Canada from the summer of 2026. Sponsored results will appear when users search within the app, and the new Suggested Places feature may also show recommended locations nearby.

Apple emphasizes that personal data will remain on users' devices and will not be shared with Apple or third parties. User location data will not be provided to advertisers, and interactions with ads will not be associated with an Apple Account.

What’s Changing in Apple Maps

Ads will appear in two places: in search results, promoted businesses may be listed above organic results, and the Suggested Places feature will recommend nearby businesses.

Apple did not provide details on how promoted results will be visually distinguished or what criteria will determine which businesses appear in Suggested Places.

Historically, Apple Maps did not contain advertisements. On the other hand, Google Maps introduced Promoted Pins in 2016 and has since expanded to include personalized recommendations based on travel history and location data. Apple's plan to promote ads within the app does not involve using travel or location history for targeting.

Why Apple is Expanding Ads in Apple Maps

While Apple's service revenues have increased their share of total revenue over the past decade, hardware revenues have proportionally decreased. Ads are already present in many Apple services, such as the App Store, Apple News, and some Apple TV content. Maps has begun to be used as an extension of this advertising presence within a core utility app.

Apple did not indicate whether ads will be promoted in more apps or regions outside the US and Canada at launch, or what the pricing model for advertisers will be.