The beta version of iOS 26.5 has added an advertising startup pop-up window in the map application, turning this commercialization initiative from a rumor into a real implementation.The ads use the same bidding ranking mechanism as Google Maps, with the highest bidder occupying the top of the search results and no closing option.
For example, a hot pot restaurant can participate in bidding for the word hot pot. When a user searches for hot pot, the location advertisement of the merchant with the highest bid will appear at the top of the results. This is precisely the business model that Apple has repeatedly attacked Google over the past decade.
In June 2015, Cook gave a speech at the Electronic Privacy Information Center dinner, accusing some of the most successful companies in Silicon Valley of devouring all the information about you and trying to monetize it. This is wrong, and Apple does not want to be that kind of company.
The targets of Cook's remarks are Google, Facebook and Twitter.
Apple added at the time: Since our business does not rely on advertising, we have no interest in doing so and would not be able to do it even if we wanted to.
But now, it is Apple itself that has ended up placing ads. The splash screen that pops up in iOS 26.5 Beta 2 clearly informs users that the map may display local ads based on your approximate location, current search terms, or the map area you are viewing.
Ads will appear at the top of search results and in a new Suggested Places section. All paid promotional content will be clearly labeled as advertising.
The first batch of advertisements will be launched first in the United States and Canada this summer. iOS 26.5 is expected to be officially released from the end of May to early June. The advertising function is likely to be enabled simultaneously, and will be gradually expanded to other markets around the world.
