Apple Maps could soon get one of Google Maps' worst features – and I may have to move elsewhere

Three iPhones on a green and blue background showing trails on Apple Maps
(Image credit: Apple)

  • Apple is apparently considering inserting ads into its Apple Maps app
  • This would mirror a move taken by Google Maps and similar rivals
  • It could result in a much worse user experience

Apple Maps was a buggy mess when it first launched, but in the years since it has become a genuine rival to Google Maps, and arguably outperforms it in some areas. But there are murmurings that it could soon adopt one of Google Maps’ worst features, and it’s made me worried for its future.

That’s because Bloomberg journalist Mark Gurman believes Apple is considering inserting adverts into the Apple Maps app. This could mean that certain places get pushed to the top of search results within the app, an example being a local Wendy’s topping the list when you search for 'fries,' merely because it paid to be advertised this way.

Apple Maps wouldn’t be the first Apple app to come with built-in ads. The Stocks, News and App Store apps already contain adverts, and the company is pushing further into the commercials business with its expanding sports coverage.

It’s also not the first time that Apple has looked at inserting ads into Apple Maps. Gurman reported back in 2022 that the firm was looking at ways to integrate advertising into its navigation app, although little came of this. Now, it looks like Apple is returning to the idea in a more serious way.

Degrading your search results

Apple Maps

(Image credit: Shutterstock)

A move like this sticks in the craw for a number of reasons. As an Apple user, I’m already paying a premium for hardware, so being served ads on top of that feels like I’m being nickel-and-dimed. As well as that, Apple is one of the most valuable and profitable companies in the world – does it really need to be degrading the user experience in order to squeeze even more money into its coffers?

I take some small comfort knowing that Apple is far more committed to user privacy than Google is. Apple takes certain steps to protect the information of people using the Maps app, such as assigning you a random identifier that only lasts for the duration of your session, making it impossible for Apple or a hacker to get a complete picture of any one person’s journeys. That makes me feel Apple would at least handle user privacy more stringently if it were to bring ads to Apple Maps.

But it doesn’t overcome my main problem with seeing ads in a mapping app. Apps like this aren’t just used for route planning – they’re used to find attractions and restaurants in your nearby area. You might want to find the best eatery near you, but if certain locations are being promoted to the top of the pile because they paid for the privilege, you could be pushed towards an inferior location and miss somewhere better that didn’t slip Apple a few shiny greenbacks. In other words, the playing field is being skewed away from the genuinely best results and towards those with the deepest pockets.

If I use an app like Apple Maps to find local attractions, I don’t want my screen to be crowded with questionable options when something better might end up being pushed out of sight. And while I’m assuming that Apple will respect user privacy based on its past behavior, that’s not a guarantee that the company will be quite so scrupulous when serious money is on the line.

I guess the good news is that I’ve become so accustomed to ignoring ads that I've already conditioned myself to scroll right past them in search results. But if Apple handles this move poorly, I might have to start looking for an alternative app.

You might also like

Alex Blake
Freelance Contributor

Alex Blake has been fooling around with computers since the early 1990s, and since that time he's learned a thing or two about tech. No more than two things, though. That's all his brain can hold. As well as TechRadar, Alex writes for iMore, Digital Trends and Creative Bloq, among others. He was previously commissioning editor at MacFormat magazine. That means he mostly covers the world of Apple and its latest products, but also Windows, computer peripherals, mobile apps, and much more beyond. When not writing, you can find him hiking the English countryside and gaming on his PC.

You must confirm your public display name before commenting

Please logout and then login again, you will then be prompted to enter your display name.

Read more
Google Maps on Android Auto
A recent Android Auto update has messed with Google Maps, and users aren’t happy about it
An Android phone showing a Waze alert on Google Maps
Google Maps is ramping up its Waze-like incident reports – and that could split opinion among users
Apple Maps and Google Maps Gulf of Mexico
Google Maps and Apple Maps rename Gulf of Mexico to Gulf of America, and I am so confused
Tim Cook
The EU wants Apple to open iOS to competitors and this is the mother of all bad ideas
Three iPhones on a green and blue background showing trails on Apple Maps
iOS 18.4 will give your iPhone a much-needed maps upgrade – but only if you're in the EU
Google Gemini
Would you use Google Gemini if it fills with ads?
Latest in Software
Google Gemini Canvas
Is Gemini Canvas better than ChatGPT Canvas? I tested out both AI writing tools to find out which is king
Hugging Snap
This AI app claims it can see what I'm looking at – which it mostly can
Apple iPhone 16 Pro Max Review
Siri's chances to beat ChatGPT just got a whole lot better
Boston Dynamics all electric Altas
This robot can do a cartwheel better than me and now I'm freaking out – but in a good way
YouTube Premium
Would you pay for better sound on YouTube? The video-sharing platform could soon let you control audio quality, but it'll cost you
ChatGPT Voice mode
How to add ChatGPT or Gemini voice mode to your iPhone Action button (while you wait for Siri's big upgrade)
Latest in News
Citroen 2CV
The retro EV resurgence is in full swing, as Citroen confirms the iconic 2CV will return with batteries
Hugging Snap
This AI app claims it can see what I'm looking at – which it mostly can
Apple iPhone 16 Pro Max REVIEW
The latest batch of leaked iPhone 17 dummy units appear to show where glass meets metal on the new designs
Hornet swings their weapon in mid air
Hollow Knight: Silksong could potentially launch this year and I reckon it could be a great game for an Xbox handheld
ransomware avast
Ransomware attacks are costing Government offices a month of downtime on average
Cassian looking at someone off-camera from a TIE fighter cockpit in Andor season 2
Star Wars: Andor creator is taking a stance against AI by canceling plans to release its scripts, and I completely get why