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 release date for the Maps ads, which were announced earlier this year, beyond saying they would arrive “this summer” in the United States and Canada. However, the company has released advertiser documentation and Maps-specific advertising policies, suggesting the launch is near.

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

That differentiates Apple from Google, where local services ads are one of the company’s largest local advertising categories. Apple’s policy suggests that the company is initially limiting its ads to places with a physical presence that its customers actually visit.

Apple did not respond to a request for comment on the new rule book.

This approach could help Apple’s ads look more like organic map listings, rather than traditional paid search ads.

It could also save Apple some headaches as its Apple Maps ads take off. Home service companies, including locksmiths and garage door service providers, often require additional verification. Google, for example, allows these categories, but requires initial verifications, follow-ups, and audits to stay up to date.

Apple’s curated approach to its App Store is also extending to its newest advertising vertical. In addition to banning home delivery services, the policy prohibits a handful of businesses from advertising on Maps, such as cryptocurrency ATMs and bail bond providers.

Apple is also taking a hands-on approach to approving ads from companies that offer medical services, as the policy notes that these ads will be “evaluated on a case-by-case basis.”

These restrictions appear in a dedicated section of the new “Apple Advertising Services
News & Actions, Maps & Sports Scheduling Policies,” which details the rules around serving ads in Apple’s own apps beyond the App Store.

The broader policy also prohibits misleading or profane ads, political ads, and ads that include weapons, violence, controlled substances, defamatory material, and more.

Although Apple may expand into other ad categories over time, 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 displaying ads will also be different from Google’s; Apple said it would only show an ad to users in their Maps search results. He noted that advertised businesses would be clearly marked with a small blue halo around the pin and labeled as an ad in the Suggested Places list.

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 Services Terms of Service also suggests that Apple could be planning to expand its Apple Apps to services that are not owned by Apple, a report from Mobile Dev Memo noted. However, Apple hasn’t confirmed any changes on that front.