Apple has quietly published a rulebook for its new Maps ads, revealing a more curated approach than ad giant Google.
The iPhone maker has not revealed a release date for the Maps ads, which were announced earlier this year, other than that they will arrive “this summer” in the US and Canada. However, the company has published advertiser documentation and ad policies specific to Maps, suggesting a rollout is imminent.
In a recently published Apple Advertising Services Policy, effective July 14, 2026, the iPhone maker shares its rules for advertising on Apple Maps. Specifically, it prohibits the broad category of home service businesses, such as plumbing, electrical, locksmith, HVAC, pest control, roofing and general contracting services, among others.
This sets Apple apart from Google, where Local Services ads are one of the company’s largest local advertising categories. Apple’s policy suggests that the company initially limits its ads to physical places that its customers actually visit.
Apple did not respond to a request for comment on the new rulebook.
This approach could help make Apple’s ads feel more like organic map listings than traditional paid search ads.
It could also save Apple some headaches as it takes off its ads on Apple Maps. Home service businesses, including locksmiths and garage door service providers, often require additional verification. Google, for example, allows these classesbut requires initial verifications, monitoring and controls to remain in good standing.
Apple’s curated approach to its App Store extends to the latest advertising industry. In addition to banning home services, the policy prohibits certain businesses from advertising on Maps, such as cryptocurrency ATMs and bail bond providers.
Apple is also taking a hands-on approach to approving ads for businesses that offer medical services, as the policy notes that such ads will be “evaluated on a case-by-case basis.”
These restrictions appear in a special section of the new “News and Stocks, Maps and Programming Policies of Apple Sports Services”, which details the rules regarding the publication of advertisements in Apple’s first-party applications beyond the App Store.
The broader policy also prohibits misleading or profane ads, political ads, and ads featuring weapons, violence, controlled substances, defamatory material, and more.
While Apple may expand into other ad categories over time, its initial approach positions Maps and its ads as a more curated, navigation-focused product rather than an extension of a web search engine.
Apple’s approach to serving ads will also differ from Google’s. Apple said it will only show users one ad in Maps search results. He noted that advertised businesses will be clearly marked with a small blue halo around the pin and will be marked as advertising in the list of recommended places.
Apple also said that data about the ads that users interact with remains on the device and is not collected by the company or shared with third parties.
Another recent Apple update Advertising Services Terms of Service also suggests that Apple could be planning to extend Apple apps to non-Apple services, a report from Mobile developer note famous. However, Apple has not confirmed any changes on this front.
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