Apple Prepares to Launch Smart Search Recommendations and Advertising in Apple Maps

Apple’s latest iPhone update, iOS 16.5, introduces several important new features to Apple Maps. This update enhances the user search experience and paves the way for business advertising within the app. The ‘Suggested Places’ feature now displays two recommended locations as soon as the user taps on the Apple Maps search bar. These recommendations are primarily based on two criteria – current trending locations around the user and the user’s recent searches. For instance, if you are in Kathmandu, it will show popular local spots; whereas if you have recently searched for New York, it will start suggesting notable places in New York. This list is regularly updated with new information whenever the Maps app is opened.

With the iOS 16.5 update, the technical infrastructure to support advertising in Apple Maps has been established. Currently, users in the United States and Canada receive a pop-up notification upon opening Maps informing them that advertisements may soon appear within the app. However, Apple has announced that official advertising will only begin this summer. Addressing privacy and security concerns, Apple clarified that advertising notifications are not linked to the user’s Apple account. Advertisements displayed in Maps will be based solely on the user’s immediate location, recent search terms, or the area viewed on the map. Although some social media users claim that advertising has already started in Apple Maps, these instances are preparatory steps for the upcoming rollout.