Apple may try to focus ads in Apple Maps on local businesses and points of interest, based on new advertising guidelines released by the company this week. The company has announced plans to introduce ads to its maps app in March 2026, but has not shared an exact timeline for launch other than this summer in the United States and Canada. The new rules could suggest that when the company launches, ads in Apple Maps could be significantly different from those of the company’s competitors.
The advertising guidelines include several rules regarding prohibited content that are similar to Apple’s app review guidelines. The company prohibits ads with defamatory or profane content, prohibits ads that promote “illegal or criminal conduct,” and generally does not allow misleading, drug-related, or political ads. What’s unique are the more specific categories of ads that Apple prohibits, including “home services.”
“Advertising content that contains or directly or indirectly promotes home services – including, but not limited to, plumbing, electrical, locksmith, HVAC, pest control, roofing, or general contracting services – is prohibited,” Apple writes.
It’s not uncommon to see ads for local electricians or plumbers on Google Maps, but Apple is apparently trying to cultivate a different experience on Maps. The company suggests this on its landing page for ads in Apple Maps, where it describes the service as being as much about discovery as navigation:
People rely on Apple Maps to explore new places and try new things. Whether it’s discovering cafes and restaurants, shops or landmarks, Maps lets you know “what’s here?” becomes “I’m on my way”. Soon, local businesses will be able to run ads on Apple Maps, where customers decide where to go.
Discovering pest control companies doesn’t sound as romantic as coffee, so it might make sense that Apple wouldn’t focus on that first. Setting aside ad space for local businesses, landmarks, and other points of interest can also make the fact that the business is selling ad space less annoying. The company’s commitment to ban ads for cryptocurrency bail bonds and ATMs could also fit this. Of course, another way to avoid this feeling altogether would be to not advertise in Apple Maps at all.
Ads represent a growing part of Apple’s Services business, which includes the company’s subscriptions, as well as things like platform fees for in-app purchases and ad sales. In addition to this extension in Apple Maps, the company also offers advertising space in Apple News (where ad quality has been particularly poor) and in several parts of the App Store. In 2022, Apple announced a major update to its App Store advertising business, expanding ads from App Store search to app pages and now, the App Store home screen. At least for now, the company appears to be taking a more restrained approach in Maps.
