Plans: Apple could give in to sponsored ads to boost its profits | TechBuzz

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Next year, Apple’s Maps app, a rival to Google Maps, could start showing sponsored search results. Apple would then only follow the path traced by its competitors.

Apple Maps 2022 Update
L’application Apple Plans sur iOS 15 // Source : Apple

Following the competition is not necessarily in the habits of Apple, but occasionally the firm indulges in herd instinct. According to Mark Gurman, this will be the case with Apple Plans, which should include announcements next year. Like Google Maps, Yelp or even Waze before it, the Apple Maps application would rely on sponsored search results. A way for Apple to discreetly bring advertising into its guide application, and make it more profitable.

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As a reminder, this would not be the first time that Apple has added advertising to one of its services. A few years ago, the firm had indeed integrated sponsored content into its App Store. A policy confirmed recently with the announcement of new advertising spaces on the application market. The appearance of sponsored search results on Apple Maps would therefore be a simple continuation of Apple’s new approach to this matter.

Relevant advertising for users?

« I think the engineering work is already underway to launch search ads in the Apple Maps app, and we should start seeing them implemented sometime next year.», explains Mark Gurman, journalist for Bloomberg in its Power On newsletter.

A few days ago, the interested party went further by advancing that Apple plans to develop its advertising activity considerably over time. According to him, Todd Teresi, head of advertising at Apple, would like to increase the revenues of his division to 10 billion dollars, against 4 billion “only” at present. This will at least go through the addition of sponsored content on a greater number of services from the Cupertino giant.

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In the case of Apple Maps the idea would be to allow, for example, chains of fast foodpay to have their local restaurants appear at the top of search results for certain keywords, such as “burgers” or “fries”. Whether this advertising will actually be relevant to the end user remains to be seen.


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