Sarah Perez, TechCrunch:

In a newly published Apple Advertising Services policy, effective as of July 14, 2026, the iPhone maker shares its rules for advertising on Apple Maps. Notably, it prohibits the broad category of home services businesses, like plumbing, electrical, locksmith, HVAC, pest control, roofing, and general contracting services, among others.

If Apple is interested in updating its advertising policy further, I suggest none. I spent lots of money on its nominally premium products, and I pay a monthly fee to use the company’s services. Alas, here we are.

Apple is also prohibiting ads for cryptocurrency ATMs. Also, there is this:

2.7.2 Ad content that directly or indirectly promotes or facilitates the sale of products or services that compete with Apple hardware products (e.g., mobile phones/smartphones, tablets, notebook/desktop computers, and smart watches) is reviewed on a case-by-case basis.

I do not see this in its previous restricted or unacceptable ad guidelines.

Eric Benjamin Seufert, who writes Mobile Dev Memo, noticed the phrase “on the relevant Apple software applications or Apple devices” has been changed to remove references to Apple-specific devices or software:

The new language could simply accommodate the availability of Apple-owned services on the web and through third-party devices and operating systems; the Apple TV app, for instance, is available on smart TVs, streaming devices, and game consoles. But the addition of “other properties” is conspicuously broad and appears to give Apple the contractual latitude to distribute ads beyond its own services entirely. This would allow for a material expansion of the company’s advertising surface area.

Apple Maps is also available on the web and is used by DuckDuckGo, so this could simply be covering that inevitable broader placement. But the reality is that Apple is now operating an advertising business, and putting more ads in more places is one way to make the numbers go up. Not the user satisfaction numbers, of course — I cannot imagine a single user who wants more ads in their life, unless they own shares in this company. But it will print money at no cost, and that is what the people running a huge corporation with little competition want to do. It was not inevitable until Apple made it so by opening the door.