Apple Maps has started putting sponsored businesses at the top of search results

Apple Maps has introduced sponsored businesses at the top of search results in the U.S. and Canada, following on from a feature the company announced months ago. Apple confirmed to 9to5Mac that the rollout began recently and will expand over the coming weeks. These ads can appear on iPhone and iPad, including in search results and Apple’s Suggested Places feature, with no option to turn them off.

Ad interactions and location data are not linked to an Apple Account. Paid listings can appear above regular results when Apple deems them relevant to a search and can also surface in Suggested Places, giving businesses another way to reach people browsing nearby options. The placements are clearly labeled as ads. For businesses, the system focuses on actions like getting directions or making a call, making Maps a particularly direct platform to gain visibility.

Apple emphasizes privacy, stating that location and ad interactions are not associated with an Apple Account, and personal data is not shared with advertisers. Context still influences the sponsored results, with recent searches and nearby trends potentially determining which ad is shown. However, Apple assures that this activity does not build a personal advertising profile tied to an individual account.

The change is most noticeable in how users read the results page, as the first business can now be there due to payment rather than organic ranking. The ad label is present, but the ranking now combines paid visibility with regular search results. While this may seem less useful at first glance, checking what lies below the sponsored listing can be a more informed habit.

Despite Apple's AI push across iPhone, iPad, and Mac, notable devices like the Apple TV and HomePod have been left out. Recent beta software for these devices shows a new "Apple Intelligence Report" menu, hinting at potential Apple Intelligence features coming to these living room devices in the near future. Apple's upcoming Fall launch event on September 9th will provide further details.

Meanwhile, Samsung's Galaxy S27 Ultra has been the focus of speculation, but the regular S27 appears to be a more familiar device, with only slight design changes and similar dimensions to its predecessor.