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Apple Reportedly Moving Ahead with Ads in Maps App

https://www.macrumors.com/2025/10/26/apple-moving-ahead-with-ads-in-maps/
75•daveoc64•3h ago

Comments

kylehotchkiss•2h ago
Why can’t Apple work on a nicer reviews implementation? Linking out to crap like yelp is such a B-grade experience. I wish they’d just build their own and use some LLM/sentiment analysis to help filter any spam, but even then, submissions would be tied to Apple IDs and they have a pretty good handle on the legitimacy of devices associated with an account
gdulli•2h ago
Maybe it's the same sort of deal as Google where they sell the traffic to Yelp and agree not to compete? So they can sell your privacy without it looking like they're selling your privacy. If they did what you're suggesting they'd either do it in a privacy-respecting way and leave money on the table, or else directly profit from the sale of privacy and lose the ability to claim they respect your privacy. They don't like either of those options, so they go this indirect route.

Again, I have no idea if they have this relationship with Yelp, I'm just speculating if it's like the Google deal.

drewda•2h ago
Apple likely pays Yelp to license the review content, not the other way around.
windexh8er•2h ago
> Maybe it's the same sort of deal as Google where they sell the traffic to Yelp and agree not to compete?

I mean they already do this with preferred apps in the App Store (e.g. preferred revenue sharing for apps like Uber), so why wouldn't they do this in maps? The Apple "privacy" brand has been a sales pitch of questionable validity since it started. Apple only cares about privacy enough to keep its users from being a front page headline, nothing more.

ezfe•2h ago
Apple already has an in-house rating and photo system that they are slowly replacing Yelp with...
abirch•2h ago
Personally I would love to see my foody friends’ recommendations for a restaurant over some random person on the internet.
morshu9001•1h ago
Yelp reviews are designed for abuse. I don't even look at them.
maelito•1h ago
That's why I'm basing cartes.app's review system on ATProto.
hexbin010•2h ago
"We make money when we sell devices. We think the user experience should be the product, not something you exploit."

RIP, Steve.

I wonder if there will be fewer ads in countries they know that Apple Maps is worse than Google Maps?

fennecbutt•2h ago
Steve would've been all about this too, if he were still alive.
Simulacra•1h ago
I encourage you to read Walter Isaacson's book about Steve Jobs, I think he would've absolutely hated this because it would've degraded the user experience.
macintux•2h ago
Spent over a week wandering the backroads and state highways of the American southeast region, and I was amazed at how out-of-date Apple Maps was regarding local businesses. Often I’d see something on my map that had clearly been abandoned for years.

Somehow I doubt ads are going to improve the quality of their data. Very discouraging to see Apple (allegedly) headed down this road.

jostmey•2h ago
The single reason I use apple maps instead of google maps is because of the lack of ads. For me, it is really the only competitive advantage offered by apple maps
Razengan•2h ago
Just a minute ago I searched for the app for my bank on the iPhone App Store.

I literally wrote the name of the bank + "bank" in the search field.

I got an ad for fucking backgammon at the top.

artursapek•2h ago
the App Store ads are egregiously bad
Razengan•2h ago
I guess Apple deserves the Samsung ads that Google gives you when you search for "iPhone"
Razengan•2h ago
Fuck. The cancerous "growth" syndrome that all corporations inherently fall to.

How long before they outright start selling our data along with all the exact bio-patterns gathered on the millions of Apple Watches out there?

Even if Tim Cook personally believes in privacy, there's no guarantee the next CEO after him will.

pjmlp•2h ago
Look back to Apple with Sculley, to predict how current Apple will keep changing.
fsflover•2h ago
> Fuck. The cancerous "growth" syndrome that all corporations inherently fall to.

This is called "enshittification": https://news.ycombinator.com/item?id=41277484

pjmlp•2h ago
As shown, Apple isn't much different, they only sell themselves better as not doing evil.
wlkr•2h ago
Perhaps a bit cynical, but it seems that as Microsoft continue to shove ads in absolutely everywhere and track everything they possibly can, Apple are content to be just marginally better rather than actually having meaningfully higher standards. Of course, it's business as usual, but we are boiling the frog for the next generation by tolerating it.
Iulioh•2h ago
The problem is that these systems are so costly and hard to make that without a capital incentive no indipendent entity is going to make them and what entity do have an interest in making them as a "loss leader" if not monetized in any way (ads or paid product)?

Do we all jump on Bing maps?

Open street map is a second but still...

walterbell•2h ago
> costly and hard to make

https://x.com/charliebilello/status/1953643549435527320

  Apple has bought back $704 billion in stock over the past 10 years, which is greater than the market cap of 488 companies in the S&P 500.
Iulioh•2h ago
I don't see the correlation
Tadpole9181•1h ago
Apple has been running maps for well over a decade without this. They are one of the most profitable businesses in history and have spent almost a trillion dollars in financial games to enrich stakeholders because they had so much cash to burn.

The idea that "poor little Apple is struggling without enshittifying to microptimize profit opportunities" is an utter joke.

naravara•2h ago
Yeah Apple’s evolution over the past decade has been very frustrating and disappointing to see. It seems like whatever scraps remain of the company’s core values now exist solely with a handful of old heads at the company and will likely not survive their retirements.

A lot has changed in the tech industry, but the rapidity of hiring and expansion of headcount just seems to have engendered a broad homogenization of business strategies, design conventions, and product vision. I think they started hiring people based on narrow defined ideas about skills and resumes to fit certain roles and they all end up shuffling the same bunch of people around across the same incestuous company hiring pipelines until they’re all doing stints at every company and driving them in the same broad direction.

bangonkeyboard•2h ago
There are already ads in Apple Maps: https://discussions.apple.com/thread/255060954

This would just be more ads.

echelon_musk•2h ago
Looking forward to hearing more about GrapheneOS's hardware partner for when my iPhone finally shuffles off of its coil.
fsflover•2h ago
They will continue depending on the Google's OS. Consider GNU/Linux phones instead.
walterbell•2h ago
Which one would you recommend?
parsimo2010•2h ago
“Gurman warned that the move risks some amount of consumer backlash.”

The frogs don’t have to wait and see if the pot is boiling, they have a pot named Android right next to them for a direct temperature comparison and other Maps apps available. If I lose screen space to ads in my native Apple apps then I’m out. How is the money they are getting from hardware sales and their developer fees not enough? I don’t see how the execs can’t tell how damaging this is to their brand image.

Apple used to be something you accepted because you were filled with rage at Microsoft. Then Apple was something that cost extra money but it had good software and cross device integration. Then Apple’s software quality went down noticeably, but I stuck with them because at least I figured my data was slightly safer on an Apple device. But now if they’re using my data to sell ads they don’t even have a privacy angle. Apple now lags Android flagships in features, costs at least as much, and also sells my data.

I’m out.

fsflover•2h ago
> I’m out.

Where are you going? See also: https://news.ycombinator.com/item?id=26639261

phoronixrly•2h ago
Here for example Organic Maps -- https://apps.apple.com/us/app/organic-maps-offline-map/id156...
crazygringo•2h ago
> If I lose screen space to ads in my native Apple apps then I’m out.

The article says "The project will apparently give restaurants and other businesses the option to pay to have their details featured more prominently in search."

It doesn't sound like it will affect screen space of the map view in any way.

And software needs to make money. Their map data is hugely expensive to purchase and produce -- Maps isn't just a little app like Notes, it costs $$$$$ to develop and keep current. Apple isn't a charity. If you're out, who are you going to switch to? Are there OSM apps that are free without ads with the same level of functionality?

gruez•2h ago
>Are there OSM apps that are free without ads with the same level of functionality?

The main killer would be lack of real time traffic data. I don't think there's any open source maps that provides this.

fainpul•1h ago
I assume this is "crowd sourced" on Apple Maps and Google Maps, simply by gathering data from people who are currently in traffic. There's no reason this couldn't be done with free software, if people opt in. Of course it helps if there are many users, so let's start using it.
rkomorn•1h ago
I've never looked into this but I have a gut feeling that, for Apple Maps and Google Maps, they rely on a mechanism that is less battery intensive (and not exposed with an API) than what a third party app would have to do.
lotsofpulp•2h ago
> And software needs to make money.

A business needs to make money. Apple, as a business, makes money. They might want to make more money by increasing advertising, but surely they, of all businesses, don’t need to.

tfourb•1h ago
This. Apples execs have choices on how to keep making profits. Enshitification is a choice, not a requirement by some force of nature. Tim Cook could just as well sell his shareholders on the idea that really good and user friendly products can be sold for a lot of money.
dontlaugh•1h ago
Apple make so much money on the hardware (and subscription) I buy from them, they can easily allocate a small fraction to features that convinced me to pay for said hardware in the first place.
crazygringo•7m ago
They already do allocate that fraction. They have tons of software that is 100% free on their devices, and without ads.

But Maps is orders of magnitude more expensive than other apps because of the data. Maps isn't just a feature, it's an ongoing service. It's not unreasonable that they recoup some of the money with more prominence given to paid search results.

I don't hear people complaining much about the advertising that has been on Google Maps since forever. So I don't understand what's working people up here. These aren't banner ads. Apple is a business. And you can use Apple Maps over the web, without paying Apple a cent. You really think Apple should be a charity and do this stuff entirely for free?

dontlaugh•4m ago
So what? Maps needs more, so it gets more of the software budget. It all comes out of the truly ridiculous hardware revenue.

It’s not even a little reasonable for them to have ads. Especially since I also pay them a monthly fee for services.

squigz•2h ago
> How is the money they are getting from hardware sales and their developer fees not enough

Because it's never enough.

Even with 180b USD in profit last year.

robin_reala•1h ago
I’m confused: are you saying that there aren’t other map apps available on iOS?
orev•3m ago
Google Maps also has ads. And there are other maps apps available for IOS.
jm4•2h ago
How times have changed. It wasn't long ago that Apple was all about promoting privacy and a premium experience, making a clear distinction between themselves and the likes of Meta and Google. Now they are using AI to profile us and deliver ads.

We badly need a good open phone with an open source OS. Choosing a more open phone shouldn't mean having to settle for five year old hardware.

arrty88•2h ago
The existing Yelp integration is so bad. Want to see a picture larger, or read more than 10 words of a review it opens Yelp app which usually doesn't work.
fennecbutt•2h ago
Lmao, but Apple is the "good" one, it's not just a corporation like all the others.

Ahahaha. Endless growth, babyyyy

dundundundun•2h ago
I've always believed the deal with Apple was that I pay more, but then I am the customer and not the product.

Apple is not stupid, so I guess their research shows that this is not a common enough sentiment that adding ads will measurably hamper sales.

To someone who loathes ads (like me), this is a tragedy.

kakacik•2h ago
Even brilliant companies sometimes make stupid moves and shoot off their legs with literal shotgun. Past performance is not an indication of future and all that.

I'd say this is testing waters, seeing how big backlash will be. The sad part may be they may be right and limited loss with power users will be outweighed by ads income. After all, ads are the sole revenue stream for giants like Google or Meta, too juicy to ignore where no other breakthrough is in sight.

merelysounds•2h ago
I guess no user is going to like that and especially not the current users.

Until now Apple has been relatively decent about prioritizing user experience; and if not that then about respecting privacy. Ads are aligned with neither.

Mistletoe•2h ago
Great, the reason I switched from Google Maps to Apple Maps is going away. I endured all of Apple Maps’ weirdness and how subpar it is to escape those ads. Guess where I’ll probably go, Apple?
davisr•2h ago
Antitrust regulation now!
atonse•2h ago
Stuff like this (lets wring more money out of our existing stuff even if it erodes the customer experience) smacks of a culture that’s losing a spirit of innovation.

This is the kind of thing some jackass worked out in a spreadsheet and then decided the profit outweighs whatever customer backlash.

Stuff like this is a huge red flag for the future direction of Apple.

_factor•2h ago
I think it’s not lack of innovation. They’re just innovating in the wrong direction.
ajkjk•2h ago
what's innovative about this? "putting ads on every conceivable surface" is far from novel.
emchammer•2h ago
Has lost. Tim Cook chose the path a decade ago. He’s a guy you can call Tim Apple to his face in front of everybody and he’ll sit there and take it. He is the wrong person for the job.
nalekberov•2h ago
“Future direction of Apple” is red flag for more than a decade already. Vision Pro, releasing iPhone N every year, doing incremental improvement in CPU and then selling it as “innovation”, making it impossible to repair the devices customers bought with their own money, just to name a few.

Of course Tim is only concerned whether you bought an iPhone to your mom.

fsflover•2h ago
This has been going for a while:

Apple Further Expanding into Ads, Now Directly Selling Ads in News App (macrumors.com)

4 points by ksec 11 months ago | 1 comment

https://news.ycombinator.com/item?id=34299433

Apple's collection of user data hard to stop says report (appleinsider.com)'

44 points by janandonly on April 11, 2024 1 comment

https://news.ycombinator.com/item?id=40006508

lysace•2h ago
I’d be okay with that if they fixed iOS 26 looking like dog poo.

(I’ll simply keep using the superior Google Maps anyway. I’m sure it has has ads but it hasn’t bothered me.)

jasonlotito•2h ago
Apple has been including ads in it's products for years now. I'm not even talking about App store ads, but ads in the OS by default. This should not be a surprise to anyone.

Let me be clear: ads for Apple products and non Apple products have existed as a part of the default user experience in Apple products. Whether you noticed or not is merely whether you paid attention.

eep_social•2h ago
It was unacceptable then and continues to grow more-so every time they release anything. However, as another commenter pointed out they seem content to be slightly-less-bad than their competitors which means those of us who are furious remain trapped.
isoprophlex•2h ago
I use it over google maps, even though the navigation is strictly worse, because it feels less seedy. No ads, no RESTAURANTS NEAR YOU when i just want to pick up my kids from school.

Apple does this, they destroy the only differentiator they had.

owenbrown•2h ago
This will destroy a lot of trust and between Apple and me.

When I buy Apple, I pay a premium price for a premium product.

I would rather you simple charge me more for my product.

The ways ads work, is that the ad revenue shows up in the company’s revenue, and very quickly the company has to increase ad load across every surface to meet earnings expectations. The user experience deteriorates, getting worse each year.

When I buy Apple, it’s based on my expectation that Apple will remain a premium, ad-free experience for the life of the device. When, after my purchase, Apple make the product worse, like with the recent iOS update that rolled back usability, it destroys a lot of trust.

I will leave the ecosystem.

This is not in Apple’s long term best interests.

saagarjha•2h ago
> Apple's approach reportedly leverages AI to deliver relevant and useful results

Ok so not only will it be unpleasant it will also be terrible at actually being relevant

kmfrk•2h ago
I don't see a good way to implement this. It sounds like the exact thing that's making prospective Windows 11 users explore other OS's.
owenbrown•2h ago
This will destroy a lot of trust and between Apple and me.

When I buy Apple, I pay a premium price for a premium product.

The ways ads work, is that the ad revenue shows up in the company’s quarterly earnings, and very quickly the company has to increase ad load across every surface to meet earnings expectations. The user experience deteriorates, getting worse each year.

When I buy Apple, it’s based on my expectation that Apple will remain a premium, mostly ad-free experience for the life of the device. When, after my purchase, they make the product worse, like with the recent iOS update that rolled back usability, it destroys a lot of trust.

I will leave the ecosystem.

This is not in Apple’s long term best interests.

SebastianKra•2h ago
Apple Maps is not that good. The main selling point of like half their services was “we're worse but at least not an ad-company”.

Due to some misguided loyalty, I usually search for places in AM fist, then switch to Google. I still don't see viable alternatives to their operating systems, but it's clearly time to de-apple wherever you can.

einszwei•2h ago
Things like these make me more skeptical of any claims that Apple values privacy. Ad tech business is fundamentally at odds with Privacy.
Simulacra•2h ago
Does anyone else have a folder of Apple apps that they just don't use, need, or want?
morshu9001•1h ago
This gives Windows/Android/FireTV poor vibes. Not like iPhones are status symbols post '09, just that people are expecting not to deal with this if they pay the name brand premium.
treetalker•1h ago
Ghost of Steve Jobs, guess what? In 2025, Apple Maps gets billboards; iOS puts text on text and has smudgy visual effects with transparent icons; and Apple is paying for Trump's muscovite ballroom!

And we think you're gonna love it!

biinjo•1h ago
Meanwhile, also Apple maps since launch: “sorry I cant get directions from A to B.”

It has NEVER given me directions. I live in a non-EU country and not in the US. Small island. It shows all the roads, shops and everything but for some arbitrary reason it won’t do navigation here.

Never touched it again since Google maps is perfect. (Aside from the occasional off-road routing).

ajdude•34m ago
I used to use waze maps a little over a decade ago. I got into a car accident trying to dismiss an ad that required tapping "dismiss" while trying to follow what road to turn on.

Ads have no place in a map app.

wtmt•28m ago
I don’t like this direction that Apple has taken over the last several years that it needs to provide more services and that all its services need to be monetized with an aim of a 70% plus profit margin. This greed to capture every penny is creating poorer and worse experiences for users of its platforms.

As for ads on Apple Maps itself, it may generate some revenue in the US and a few other countries. Elsewhere (like in India and many other countries), Apple has practically neglected Apple Maps and it sucks terribly even in large cities. Google, with all its tracking and other issues (including map accuracy issues), keeps moving at breakneck speed on Google Maps.

Apple’s single minded focus on the US with severe lethargy in other countries is why in most countries people use Apple devices, but Google’s services. Both Eddy Cue and Tim Cook are squarely to be blamed for this greed, laziness and lack of vision or strategy.

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