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Core Viewpoint - Apple is planning to introduce advertisements in Apple Maps as early as next year, marking a significant expansion of its advertising strategy beyond the App Store and Apple News [2][3]. Group 1: Advertising Strategy - Apple is considering integrating ads into the map search feature starting with iOS 26, which is expected to launch in 2026 [2]. - The advertising model for Apple Maps will resemble the search bidding system used in the App Store, allowing businesses to pay for higher visibility in search results [2]. - Initial reports suggest that ads may not be prominently displayed on the homepage of the Maps application, unlike the App Store [2]. Group 2: Technology and User Experience - Apple plans to utilize artificial intelligence to enhance the relevance and utility of search results, aiming to avoid intrusive ad placements [2]. - The company asserts that the user experience of its Maps interface will surpass that of competitors like Google Maps [2]. Group 3: Revenue Potential - Internal discussions at Apple indicate that the advertising initiative could be launched alongside iOS 26.4 or 26.5 in the spring [3]. - Morgan Stanley previously estimated that if Apple increased its advertising efforts on platforms like Apple TV+ and the App Store, its ad revenue could grow from approximately $2 billion to $11 billion by fiscal year 2025, at an annual growth rate of 33% [3]. Group 4: Historical Context - Apple has a history of attempting to enter the advertising space, having launched the iAd mobile advertising platform in 2010, which aimed to create a user-friendly advertising environment [3]. - In August 2022, it was reported that Apple was internally testing search ads within Maps, indicating a strategic shift towards enhancing its advertising capabilities [3]. Group 5: Competitive Landscape - In comparison, Google's advertising revenue reached $71.3 billion in Q2 2025, driven primarily by search ads and YouTube ads, highlighting the competitive nature of the advertising market [3].