Category: Apple

Apple Maps to Launch Ads: A New Era of Location-Based Advertising

I’ve recently come across some exciting news: Apple is gearing up to introduce ads in Apple Maps. This move seems to open a brand-new, high-intent, location-based advertising channel on one of Apple’s most popular apps.

As I’m exploring this development, I’m intrigued by how Apple plans to expand its advertising business beyond the App Store. They’re set to include sponsored listings within Apple Maps, which could mark a significant shift for advertisers already familiar with the platform’s mapping tool.

How it will work. From what I’ve gathered via Bloomberg’s Mark Gurman, the concept is similar to Google Maps. It involves retailers and brands bidding for ad placements against specific search terms. Sponsored businesses would show up in search results within Maps, much like we see with Apps in the App Store.

The timeline. There’s speculation that we might hear an announcement soon, with the actual advertisements making their debut as early as this summer across iPhones, other Apple devices, and even the web.

Why Apple is doing this. Advertising is becoming a lucrative and high-margin revenue stream for Apple’s services. Given the massive user base of Maps across Apple devices, moving into location-based advertising is a natural progression for them.

Why we care. I’m paying close attention because Apple Maps is a widely used app, particularly among iPhone users. Those using Maps are often looking for something specific, which means significant opportunities for local businesses and retailers to reach potential customers right when they’re making decisions.

For those of us already involved in Google Maps or local search campaigns, this could become a valuable complementary channel to explore.

The bottom line. As Apple Maps prepares to launch ads, we’re looking at a high-intent, location-based advertising opportunity that hasn’t existed before on Apple’s platform. I would advise anyone running local or retail campaigns to start planning now. Being an early bird in a new ad auction typically means less competition and better costs before the market fully develops.

Inspired by this post on Search Engine Land.

March 24, 2026
Apple’s App Store Ads Expansion: What You Need to Know

I’ve got some exciting news for those of us tracking changes in the digital advertising space. Apple’s expanding ad opportunities within the App Store search results, offering advertisers new chances to connect with users right at the moment they’re ready to download apps.

Starting March 3rd, there will be more ad slots in the UK, and following closely, Japan will see these changes too. By the end of March, this rollout is expected to reach all Apple Ads markets.

Why is this important? With more ad slots in the App Store, we have more chances to capture installs. But, this also means heightened competition for those high-intent queries, which could drive costs upward. Since we can’t pick our ad placements, ensuring creative relevance, refining keyword strategies, and monitoring conversion tracking have never been more crucial.

What’s changing? Previously, there was just a single sponsored ad spot at the top of the search results. Now, multiple ads can show up for a search query, not only in the top spot but also further down the page.

Devices running iOS and iPadOS 26.2 or later will support these additional placements.

How eligibility works: There’s no need for us advertisers to tweak anything to tap into the new ad slots. Our existing search results campaigns are automatically eligible for these new positions.

While we can’t choose our placement or bid for a specific spot, Apple determines where our ads appear within search results.

Ad formats and pricing remain constant. Ads look the same, relying either on a standard product page or a custom one. If we want, we can even direct users to specific in-app destinations via optional deep links.

Billing remains unchanged, continuing on a cost-per-tap or cost-per-install basis.

Matching ads to searches: Ads in search results still hinge on keywords—those we choose or those suggested by Apple. According to Apple, their relevance-based matching achieves an average conversion rate exceeding 60% for top-of-search ads.

Placement is a mix of relevance and bid, but relevance remains non-negotiable. Even a high bid won’t allow an ad into auctions if it’s not a strong match for the user’s query.

What should we keep an eye on? More ad slots could lead to greater opportunities, albeit with increased competition on the same search results page. It’s prudent to keep a close eye on performance metrics, query alignment, and conversion rates as the global rollout of this feature proceeds.

Looking ahead: As March progresses, more App Store search ads will be seen in all Apple Ads markets. For those of us in app marketing, this shift represents a significant transformation in how search visibility and competition will play out within the App Store.

Inspired by this post on Search Engine Land.

January 23, 2026
Apple Revamps Siri with Google’s Gemini AI: A Game-Changer
I’ve just learned that Apple is teaming up with Google to enhance its future AI capabilities, including a much-anticipated upgrade to Siri.

What’s happening: Apple plans to utilize Google’s Gemini AI models and cloud technology to bolster its upcoming Apple Foundation Models. This significant partnership is set to launch later this year.

Why it matters to me: With Gemini’s integration, Siri is poised to transform into a genuine AI-driven answer engine, fundamentally altering how I, along with millions of iOS users, search for information and interact with digital content.

Driving the news: According to Apple, after thorough assessments, they found Google’s Gemini model to be the optimal foundation for their AI objectives.
- Back in September, I discovered that Apple was in discussions with Google about using a custom Gemini model for a revamped Siri.
- I remember when Apple delayed the Siri upgrade last year, which led to increased scrutiny of their AI strategy.
What they’re saying: Here’s a statement Google shared via X:

Apple and Google have entered into a multi-year collaboration under which the next generation of Apple Foundation Models will be based on Google’s Gemini models and cloud technology. These models will help power future Apple Intelligence features, including a more personalized Siri coming this year. After careful evaluation, Apple determined that Google’s Al technology provides the most capable foundation for Apple Foundation Models and is excited about the innovative new experiences it will unlock for Apple users. Apple Intelligence will continue to run on Apple devices and Private Cloud Compute, while maintaining Apple’s industry-leading privacy standards.

The bigger picture: It’s fascinating to see that Google briefly surpassed a $4 trillion market cap last week, overtaking Apple for the first time since 2019.
- Google’s Gemini 3 model became available late last year as part of its expansive AI initiatives.
- Meanwhile, Apple has largely stayed out of the intense AI competition that took off with ChatGPT’s release in late 2022, while competitors invested heavily in models, chips, and cloud infrastructure.
Inspired by this post on Search Engine Land.
January 12, 2026
Boost Your App’s Visibility: Apple’s New Search Ads in 2026

I’ve heard that Apple plans to launch more ads within App Store search results in 2026, enhancing their ad inventory but maintaining their focus on relevance, not bid amount.

What’s changing? New ads are set to appear in-line with App Store search results, sitting alongside organic listings. Existing top-result ads will remain. And guess what? There’s nothing we need to do to get into these new placements — bidding won’t help.

What Apple is saying: According to guidance Apple shared with Apple Insider, relevance remains key: “If your app isn’t relevant to what the user is searching for, it won’t be displayed — no matter how much you’re willing to pay,” an Apple rep said.

They also mentioned that apps irrelevant to a user’s query won’t even make it to the auction, regardless of bid size. While relevance and bids matter, relevance is the real gatekeeper.

Why I care: As Apple expands its ad inventory, the competition might heat up, and this could affect how often ads show up during user discovery. Their relevance-first policy suggests that mere bidding isn’t enough, putting a premium on keyword strategy and creative finesse.

Without placement control, aligning closely with user intent seems to be the winning strategy for better exposure.

What I can control: The creative side still matters a great deal. Preparing multiple ad variations to align with different audiences or keyword themes can be a game-changer. If there’s no custom creative, Apple will auto-generate ads from the app’s product page.

Billing stays the same: Apple confirmed no pricing changes. We’ll continue to pay per tap or per install, depending on our current setup.

The big picture: Apple has been ramping up its ads business steadily. It added ads to the Today tab in 2022 and recently rebranded Apple Search Ads to Apple Ads, signaling its broader ambitions despite resisting traditional auction dynamics found elsewhere.

The bottom line: Apple is increasing ad density in the App Store search but not advertiser control. More ads are on the way — just not the ability to buy your way into better positions.

Inspired by this post on Search Engine Land.

December 18, 2025