Apple plans to introduce personalized advertising into its Maps application starting next year, a strategic shift that aims to boost revenue but risks alienating users who value the company’s clean, ad-free interface.
This move expands Apple’s existing advertising portfolio, which already includes promotions within its App Store, News app, and Stocks app. The company intends for Maps to become a new revenue stream through targeted ads.
The information comes from Mark Gurman’s Power On newsletter for Bloomberg, detailing how the tech giant plans to integrate these new features.
Restaurants and local businesses will reportedly be able to pay for higher visibility in search results when users look for establishments in their area. Apple’s objective is to offer more prominent placement to businesses willing to invest.
Crucially, Apple plans to use Artificial Intelligence (AI) to personalize these advertisements. The goal is to present users with relevant suggestions, aiming to avoid the common criticism of generic, irrelevant ads.
This approach seeks to differentiate Apple Maps from competitors like Google Maps, which already display ads from paying businesses. Gurman suggests Apple aims for superior search results and a better user interface through its AI-driven personalization.
However, the strategy carries notable risks. Digital Trends characterized the move as commercially intelligent but “risky” for Apple.
The publication noted that many users are drawn to Apple products for their “clean, simple, and elegant” design, free from intrusive advertising.
Digital Trends warned that if the Maps application begins to resemble a “commercial break,” Apple risks alienating the loyal customer base that has contributed significantly to its success.