According to Apple, Apple could integrate ads into maps as early as next year . In his latest Power On newsletter, Gurman writes that the company’s engineering team has already started preparing the software to support search ads. Consumers will reportedly see Apple begin integrating this work from 2023 onwards.
Gurman said the company recently tested an internal version of Maps with search ads. Apple already delivers such advertising via the App Store. Developers can pay the company to prioritize their software in search results and ensure it shows up at the top of the page when users type certain terms. Gurman said search ads would work the same way in Maps. For example, a Mexican restaurant could pay Apple to have its business appear higher in local listings when users search for terms like “tacos” and “ceviche.”
At the time, Gurman suggested the test was part of Apple’s plan to significantly increase its advertising revenue. He credited the push to Todd Teresi, the vice president in charge of the company’s advertising business. The division generates about $4 billion in annual sales, a figure Teresi hopes to increase to at least $10 billion annually over time.
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