Apple is increasing its advertising business in the coming years. One major part of their plan is to expand the overall use of ads in their own apps. Sometime in the next year, they will start having ads in Apple maps and have already begun beta testing on this initiative. While it won’t be banner ads like many anticipated, it will be a search result-based ad. Users can search for companies, businesses, or items and will be fed promoted listings based on keywords and location. This comes after Apple confirmed that in July that ads will start to be served on their apps, such as Apple Podcasts and Apple Store.

It was inevitable that Apple would start expanding more into the advertising business, but the time seems to have finally come. Despite stiff competition in the market, Apple Maps continues to be the most used app for directions. It is a bit surprising that the advertising will not be coming in the form of banner ads, similar to Waze, but the search-based approach will still mean that there is plenty of competition in the marketplace. As Apple continues to mature with its advertising platform, expect to see more companies find new and creative ways to monetize via advertisements on their platforms. 

Source: https://appleinsider.com/articles/22/08/21/apple-maps-could-serve-advertising-to-users-in-2023