Apple Inc. is preparing to add ads to its Maps app next year. This step has the potential to anger many of its various and unique device constituents. The plan, as the company has described it, is for restaurants and other brick-and-mortar businesses to be able to pay to get boosted in search results. This change brings Apple Maps in line with competitors, such as Google Maps, who are already utilizing these advertising tactics.
Apple device owners should be alarmed by the expected alterations. Developers and entrepreneurs all feel frustrated and discouraged by the increasing degree of commercialization of their devices and applications. Beyond search, Apple is currently aggressively pushing other promotional content into its devices. Consumers are scared that their devices have become marketing machines rather than widgets for their own use.
Apple is looking to increase its own revenue streams by adding ads. This plays into the company’s broader goal of expanding its services beyond ride-hailing, so-called super-app. Now Apple is letting businesses buy their way into more exposure. Overall, this strategy seems intended to provide users with more competitive, relevant, local options while lining Apple’s pockets in the process. This program is a clear imitation of the proven ad formats from other mapping apps. It’s indicative of a much larger shift in Apple’s strategy towards user engagement and monetization.
The cropping in of paid promotions would represent a major shift in user experience to Apple Maps. Users may begin to see sponsored listings for restaurants or services prominently displayed in search results, potentially overshadowing organic listings. This in turn would improve dispensers in people’s neighborhoods, increasing access to local businesses. It poses some interesting questions about finding the right balance between user experience and revenue generation.
Apple has not released specifics on how it plans to roll out this advertising approach. We don’t yet know how it will affect the overall usability of Apple Maps. Industry analysts say this decision could quickly set off a domino effect of other technology companies. With operational costs increasing, many are now seeking new and different ways to monetize their platforms.
