- A new report claims that Apple will soon include ads in Apple Maps
- The move would mirror a similar policy used by Google Maps.
- There is a risk of backlash, and many users are already threatening to quit.
For years, Apple Maps has been ad-free, giving you a clean, accurate experience without the distractions and annoyances you sometimes find in ad-filled Google Maps. However, a new report suggests that this is all about to change, as Apple is supposedly about to open its Maps app to an avalanche of paid ads and promotions.
That’s if Bloomberg journalist Mark Gurman is right. In this latest Power On newsletter, Gurman explains that Apple has been considering this move for several years. Now, however, the company has apparently decided to move forward with the idea, and ads could come to Apple Maps in 2026.
What would this mean in practice? According to Gurman, Apple’s plan will “allow restaurants and other businesses to pay to have their data appear more prominently in app searches.” That could mean that you see the locations of promoted businesses when you open the app or search for a destination, as is often the case on Google Maps.
Gurman adds that “the concept is quite similar to search ads within the App Store, where developers can pay to have their software appear in a promoted space based on user queries.” It also states that Apple’s version “will have a better interface than that offered by Google and other companies within map services” and that it will use artificial intelligence (AI) to “ensure that the results are relevant and useful.”
User reaction
Despite its rocky start many years ago, I have long preferred Apple Maps to Google Maps. Part of this is due to its clean interface, which remains untouched by the ads you normally find on Google Maps.
Beyond the visual cleanliness, I also find it easier to trust Apple Maps because I know that no one has spent money to have their location appear more prominently; If a destination is popular, I know it’s because it’s good, not because you pay to move up the food chain.
The decision to insert ads into Apple Maps also creates a potential conflict with Apple’s long-standing commitment to user privacy. Since advertisers frequently collect as much information as possible about users to personalize their ads, Apple will have to act carefully to ensure that customer privacy is respected in the new advertising program.
And it seems I’m not the only one who distrusts Apple’s rumored move: browse social media and you’ll quickly find like-minded users. For example, Reddit user locke_5 commented: “I switched to Apple Maps specifically because of the (lack of) ads. If they introduce ads, I’ll just go back to Google because of the higher review system.”
InItsTeeth argued on Reddit that “Ads on Google Maps really ruined that app. I’d hate to see this on Apple Maps,” while another user had a succinct verdict: “Greed really has no end. Hunger never stops. Sad.”
As Gurman says, Apple’s move has the potential to spark a backlash from users. As for me, I’ll wait to see how Apple implements the ads (if this comes to fruition) before looking into alternative apps. If the company is able to implement this system without compromising users’ personal data, it will be more of a hassle than a real privacy concern. However, that would still be detrimental to the app’s interface, and in any case, there’s no guarantee that will happen when the announcements arrive next year.
Even if Apple can somehow find a way to insert ads that respect your privacy, I don’t see how this will do anything to improve my experience. Given how irritating ads tend to be, I’m not exactly full of hope.
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