Apple is set to introduce ads in Apple Maps this summer, aiming to bolster services revenue, reports Bloomberg. The ads will mirror Google Maps' model, letting retailers bid for search terms. For instance, Starbucks could appear when users search for coffee. Apple plans to roll out ads across iPhone, Mac, iPad, and web apps, with the feature nearing completion after initial mentions last year.

The move aligns with Apple's broader strategy to expand advertising, including Apple Ads (rebranded from "Search Ads" last year). App Store search ads will also multiply, with multiple slots replacing the previous single ad format. The UK and Japan saw early rollouts, with U.S. expansion by March's end. This diversification aims to offset potential losses from reduced App Store developer fees in China and possible fallout from Google search deal negotiations.

Analysts suggest ads could mitigate financial impacts from regulatory pressures and evolving App Store dynamics. By integrating ads into Maps and the App Store, Apple seeks to maintain services revenue growth amid shifting market conditions. The strategy reflects a pivot toward monetizing its ecosystem more aggressively.