Apple Maps might show ads on iPhones next year—report

Apple is considering adding ads to its Maps app on the iPhone in 2026, insider and Bloomberg chief correspondent Mark Gurman reported.

In his newsletter, Gurman said that the effort to bring ads to the navigation app is "gaining traction."

"The company is focusing on Apple Maps, which will allow restaurants and other businesses to pay to have their details featured more prominently within the app's searches," he said, adding that the ads will have a "better interface" than Google's.

Apple will also leverage AI to make ads more relevant and valuable for its users. 

Moreover, Gurman noted that Apple could face backlash from users because of the ads. He said that some consumers are "unhappy" with how the iPhone has become a "digital billboard" for AppleCare+, Apple Music, Apple TV, and Fitness+.

Currently, Apple already displays advertisements across some of its platforms, such as News, Stocks, and the App Store, where ads are for the actual apps insstead of generic online ones.

Gurman first reported about ads in Maps in 2022, adding that this has already been "explored internally."

Another popular navigation app, Google Maps, includes ads within the platform for businesses and locations nearby.

In the latest iOS 26 update, Maps got a refreshed look via the system-wide Liquid Glass design. It's also been upgraded with new features such as understanding users' preferred routes and automatically saving places you visit.

Earlier in September, Apple unveiled the latest iPhone 17, iPhone Air, iPhone 17 Pro, and iPhone 17 PRo Max, which boast a new 18MP Center Stage front camera, improved rear shooters, and a new design.

Prices for the base models range from P57,990 to P86,990. (with reports from Danica Pascual)