According to renowned Apple insider Mark Gurman and multiple sources, Apple plans to introduce advertising features in its Maps app as one of the measures to expand its service business and increase revenue, with the relevant announcement possibly coming as early as March 2026. The advertising system will operate similarly to Google Maps, allowing retailers and brands to bid for ad placements related to search queries. For example, restaurants can bid on keywords like 'sushi,' and the advertisements of the highest bidders will appear at the top of search results. This move aims to support Apple's service business, which already generates annual revenue exceeding $100 billion, accounting for more than a quarter of the company's total sales. It is expected that advertisements will start appearing in the Maps app on iPhones and other devices as early as the summer of 2026 and will expand to the web version.