Apple Maps has been ad-free since it launched in 2012. That’s over a decade of navigation without selling you something along the way. But that’s changing. Bloomberg’s Mark Gurman reports that Apple is preparing to bring advertisements to Apple Maps, with an official announcement expected as soon as this month.
The system would work similarly to Google Maps, where retailers and brands bid for sponsored ad spots against search queries, and the highest bidder gets the top result. For a brand that has spent years building a reputation around privacy and not making its users the “product,” the timing is notable.
Apple Maps’ New Expert Ratings Make It Easier to Find the Best Places to Eat
Apple Maps is getting more useful for anyone who likes to eat out.
Google is coming for you
Here’s what to expect
The experience inside Apple Maps is going to be different. When you search for something like “fast food” or “tea near me,” a sponsored listing will now appear at the top of your results. Unlike before, where the first result was the closest or most relevant to your query, it may now be there simply because a brand won the bidding war.
Apple is reportedly modeling the system on its existing App Store search ads, where developers pay their way to the top of relevant search results. According to Gurman, ads will appear in both the Maps app and the web version starting as early as this summer.
You are (now) the product
The internet isn’t taking this lightly and is hitting back at Apple with its own mantras, pointing out that Apple’s brand was built on the idea that “we don’t sell ads, we sell products.” People online are also resurfacing comments from CEO Tim Cook, who previously took a swipe at Google, saying that with giants like Google, “you are the product.”
That said, Apple isn’t the only one bringing ads. ChatGPT also recently started displaying ads on its free tier, prompting users to seek alternatives. For these companies, advertising is a significant revenue stream for their free services, and Apple seems to want a piece of that.
- OS
-
iOS
- Developer
-
Apple Inc.
- Price model
-
Free
- Initial release
-
September 19, 2012
