Apple Maps could serve advertising to users in 2023

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Apple's move to increase advertising it serves to its users could result in Apple Maps showing ads as early as 2023.

Apple is thought to be working on increasing its advertising business aggressively in the coming years, with an initiative to expand Apple's overall use of ads in apps as part of that push. It seems users may not have to wait that long before seeing it being implemented.

One of the big candidates for advertising is Apple Maps, with Mark Gurman's "Power On" newsletter for Bloomberg claiming engineering work is "already underway to launch search ads in the Apple Maps app." Gurman believes it should be functional "sometime next year."

The advertising in Apple Maps won't necessarily be banner ads, but instead leans on the search result-based ads it already displays in the App Store. Users searching for companies, businesses, or items may be fed promoted listings based on the keywords.

The move would be part of an attempt by Apple's advertising teams to increase revenue in the ad arm from $4 billion in annual revenue and into double digits. Other apps, such as Podcasts, could also see the new ads.

Apple confirmed in July that more ads are on the way, with it trialling ad slots in the App Store such as a placement on App Store Today, as well as the "You Might Also Like" section.