Apple Eyes Ads In Maps To Boost Services Revenue: Report

• Ads in Maps are expected to roll out across iPhones and other devices later in 2026.
• Apple generated more than $100 billion in services revenue in 2025
• Morgan Stanley stated Apple may be positioned to expand smartphone market share in 2026. 

Apple Inc. (AAPL) is reportedly preparing to expand its advertising business by introducing promoted listings within its Maps application, signaling a deeper push into monetizing its fast-growing services segment.

According to a Bloomberg report, the tech giant could unveil the feature later this month.

How The System Would Work

Under the proposed model, entities such as restaurants or retailers could bid on keywords tied to user searches. This auction-based approach mirrors advertising strategies used by Alphabet Inc. (GOOG, GOOGL) through Google Maps and Yelp Inc. (YELP) across its digital platforms, the report said.

Apple stock traded over 1% higher on Monday afternoon. On Stockwits, retail sentiment around the stock remained in ‘bearish’ territory amid ‘normal’ message volume levels. 

Services Revenue Boost

The move reflects Apple’s effort to strengthen its services division, which already generates more than $100 billion annually and now represents over a quarter of total revenue.

The company reported strong momentum across platforms, including Apple TV, Apple Music, Apple Pay and the App Store, with user activity and spending reaching new highs in 2025. The App Store alone attracted more than 850 million weekly users worldwide in 2025, while developers have earned over $550 billion since its launch

Advertising, while still a smaller contributor, is expected to bring in roughly $8.5 billion this year, highlighting its growing importance within the company’s broader ecosystem.

According to the report, Ads in Maps are expected to roll out across iPhones and other devices later in 2026.

Apple Seen Gaining Smartphone Share In 2026 

Morgan Stanley said on Monday that its survey suggests Apple could be poised to strengthen its grip on the global smartphone market in 2026, according to Thefly. The firm’s research highlights a notable uptick in customer switching behavior, with more users moving toward Apple devices than at any point in the past five years. 

The survey also revealed emerging enthusiasm for potential new form factors. Roughly 27% of existing iPhone users indicated they are “extremely interested” in a foldable version of the device.

AAPL stock has gained over 13% in the last 12 months. 

Also See: NLST Stock Draws Attention As Retail Traders Eye Major 2026 Inflection With SK Hynix Renewal

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