Apple to Introduce Ads in Maps App This Summer

Apple Inc. is poised to announce the introduction of advertising in its Maps application as early as this month, marking a significant expansion of its monetization efforts within the app used by millions worldwide. The sponsored listings, expected to roll out as early as this summer across iPhones, other Apple devices, and the web version of Maps, will allow businesses to bid for prominent placement in search results.

According to people familiar with the matter, the advertising system will function similarly to established models in search platforms, where retailers and local businesses compete through keyword bids. For example, a restaurant could bid on terms like "sushi" to have its location appear at the top of relevant searches. Apple plans to use artificial intelligence to ensure these sponsored results remain contextually relevant, such as prioritizing nearby options based on a user's current location. The ads will be clearly labeled to distinguish them from organic results, aiming to maintain usability while generating revenue.

This move aligns with Apple's broader strategy to bolster its services division, which includes the App Store, Apple Music, iCloud, and Apple...