Apple to add paid ads in Maps next year with AI-driven relevance

Apple is preparing to place paid advertisements in its Maps app, potentially as soon as next year, under a plan that would allow restaurants and other local businesses to pay for higher placement in search results on iPhones and iPads. The change would extend the companys existing advertising model on iOS beyond the App Store and News, and reporting on the plans says the company intends to use artificial intelligence to keep promoted results relevant to users.

Under the proposed system, businesses could bid for greater visibility when users search for nearby services or dining options, in a format described as similar to the App Store search ads that let developers pay to appear near the top of search listings. The company is reportedly designing the Maps interface for these placements to be clear and less intrusive than some competitors, and it plans to leverage machine learning to tailor results so ads remain useful and contextually appropriate.

The move is part of a broader push to expand advertising across the iOS ecosystem. Apple already runs ad placements in the App Store and within other apps, and Maps would open a large new channel: millions of users rely on the app for...