Apple has quietly released a rulebook for its new Maps ads, revealing a more curated approach than advertising giant Google.
The iPhone maker has not revealed a launch date for Maps ads, which were announced earlier this year, beyond saying they would arrive “this summer” in the US and Canada. However, the company has published advertiser documentation and Maps-specific ad policies, suggesting the rollout is nearing.
In a newly published Apple Advertising Services policy that will take effect on July 14, 2026, the iPhone maker shares its rules for advertising on Apple Maps. It specifically prohibits the broad category of home service businesses, such as plumbing, electrical, locksmith, HVAC, pest control, roofing and general contractor services, among others.
That sets Apple apart from Google, where Local Services Ads is one of the company’s largest local advertising categories. Apple’s policy suggests that the company initially limits its ads to places with a physical presence that their customers actually visit.
Apple did not respond to a request for comment on the new rulebook.
This approach can help make Apple’s ads feel more like organic listings rather than traditional paid search ads.
It could also save Apple a headache as it gets its Apple Maps ads up and running. Home service businesses, including locksmiths and garage door providers, often require additional verification. Google, for example, allows these categories but requires initial verifications, follow-ups and audits to remain in good standing.
Apple’s curated approach to its App Store also spills over into its newest advertising vertical. In addition to banning home services, the policy prohibits a handful of businesses from advertising on Maps, such as cryptocurrency ATMs and bail bond providers.
Apple also takes a hands-on approach to approving ads for companies offering medical services, as the policy says those ads will be “evaluated on a case-by-case basis.”
These restrictions appear in a dedicated section of the new “Apple Advertising Services News and Stocks, Maps and Sports Programming Policies,” which outline the rules surrounding serving ads across Apple’s first-party apps 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.
Although Apple may eventually expand into other ad categories, 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; Apple said it would only show a single ad to users in its Maps search results. It noted that the advertised businesses would be clearly marked with a small blue halo around the pin and marked as an advertisement in the list of suggested locations.
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 update to Apple’s advertising terms of service also suggests that Apple could be planning to extend its Apple Apps to non-Apple-owned services, noted a report by Mobile Dev Memo. However, Apple has not confirmed any changes on that front.
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