GoKawiilApple has quietly published a rulebook for its new Maps ads, revealing a more curated approach than advertising giant Google.
The iPhone maker has not disclosed a launch date for Maps ads, which was announced earlier this year, beyond saying they would arrive “this summer” in the U.S. and Canada. However, the company has published advertiser documentation and Maps-specific ad policies, suggesting the rollout is approaching.
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.
That sets Apple apart from Google, where Local Services Ads are one of the company’s largest local advertising categories. Apple’s policy suggests the company is initially limiting its ads to places with a physical presence that their customers actually visit.
Apple did not respond to a request for comment about the new rulebook.
Image Credits:Apple
This approach could help make Apple’s ads feel more like organic map listings, rather than traditional paid search ads.
It could also save Apple some headaches as it gets its Apple Maps ads off the ground. Home services businesses, including locksmiths and garage door service providers, often require additional verification. Google, for instance, allows these categories, but requires initial verifications, follow-ups, and audits to remain in good standing.
Apple’s curated approach to its App Store is also spilling over into its newest advertising vertical. In addition to banning home services, the policy prohibits a handful of businesses from advertising on Maps, like cryptocurrency ATMs and bail bonds providers.
Apple is also taking a hands-on approach to approving ads for businesses offering medical services, as the policy notes these ads will be “evaluated on a case-by-case basis.”
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