Apple continues to lay the groundwork for integrating advertisements into its Apple Maps app, and clear signs of this appear in the second beta version of iOS 26.5. The move, which was first revealed in earlier development stages, now gains further validation with the appearance of a new “welcome screen” that greets users and explains the future advertising policy in the app. According to reports, the ads will be displayed based on the user’s approximate location, the search terms entered, or the view shown on the map during the search.
Beyond direct search results, Apple plans to integrate ads under the “Recommended places” tab as well – a feature that was added to the system already in the first beta version. Despite this being a significant change in the user experience, the company emphasizes the issue of privacy, which is one of the pillars of the brand. Official statements say that advertising information will not be linked to the user’s personal Apple ID account. This means that interaction with the ads and viewing them will not be stored in a history associated with the user, and the data will not be collected or transferred to external parties.
The first signs of the policy change already appeared last March, when Apple announced its intention to expand its advertising system to the Maps service as well. The planned timeline points to a launch to the general public as early as this coming summer, with the initial phase limited to iPhone, iPad and Mac users in the United States and Canada only. At the moment, it is not clear whether beta users are already being exposed to ads in practice or whether this is only a technical preparation of the interface.
To maintain transparency with users and to prevent confusion between organic search results and sponsored content, the ads in Maps will be marked with a prominent “Ad” label, similar to the model currently used in the company’s App Store. The move marks another stage in Apple’s strategy to increase its revenue from services and content, using its existing digital assets, which until now have remained free of direct commercial ads.