Apple may be considering introducing ads to its Maps app, according to a report by Apple analyst Mark Gurman of Bloomberg News.

According to Gurman, the tech giant is revisiting an idea initially proposed in 2022. Apple is reportedly exploring the possibility of displaying paid search results, similar to how competitors like Google Maps and Yelp promote businesses. 

As per a report by the tech news platform MacRumors, this method would allow businesses to pay for better visibility in search results, such as appearing at the top when users search for terms like "pizza" or "coffee shops".

The idea would align with Apple's current model for App Store search ads, where developers pay to have their apps featured in specific keyword searches, suggests the reports. Although the project was previously put on hold, Apple is revisiting it as services revenue becomes more critical for the company's growth, says Gurman.

This move would bring Apple in line with rivals like Google, who have long used local search ads in their Maps app. However, Apple's commitment to user privacy presents a challenge for how personalised ads could be targeted without relying on extensive data collection.

Gurman notes that no final decision has been made, and Apple may ultimately scrap the plan again. For now, the company is weighing how to balance user experience with monetisation. If implemented, Maps ads would mark Apple's latest push into advertising, following expansions in the App Store, Apple News, and Stock apps, further suggests the report.

Apple has yet to comment publicly on the matter.