Apple Inc. (AAPL.US) is accelerating growth in its services business with its latest move! It plans to introduce advertisements in its map application.

Apple Inc. (AAPL.US) is preparing to introduce ads in its map application as one of the broader initiatives to drive revenue growth in its services business. According to sources, the announcement could be made as early as this month. The system will operate similarly to the advertising mechanism in Google Maps, allowing retailers and brands to bid for ad placements around search queries. For example, a restaurant could bid for a search term. When a user searches for that type of food, the highest bidder's ad will show at the top of the search results. Similar to Alphabet Inc. Class C (GOOGL.US), Yelp Inc. has also implemented a similar approach in its app and website. The growth in ad revenue will strengthen Apple Inc.'s services business. Currently, this business has generated over $100 billion in revenue for Apple Inc. each year, accounting for over a quarter of the company's sales, compared to less than 10% a decade ago. However, Apple Inc. also faces challenges in its services business, as regulatory agencies push for adjustments to its App Store model. Additionally, the multi-billion dollar search agreement with Alphabet Inc. Class C is under threat due to the transition to AI-driven search. The growth in advertising business may help offset slowing growth in other areas. According to data from Emarketer, Apple Inc.'s advertising business is still relatively small, but is expected to generate around $8.5 billion in revenue this year. Reports have indicated that ads will enter Apple Maps this year. Apple Inc.'s advertising business is led by senior executive Todd Teresi, who reports to Senior Vice President of Services and Health, Eddy Cue. Last year, the company changed the name of its advertising business from Search Ads to Apple Ads to highlight its expanding ambitions. According to Apple Inc.'s plans, these ads will start appearing in the Maps app on iPhone and other devices (as well as web) as early as this summer. This move follows the addition of ad placements in the App Store. Additionally, the company generates advertising revenue on its Apple TV platform through its Major League Soccer subscription package. Apple Inc. has also been working to sell more ads in its News app. Additionally, the California-based company has recently made adjustments to its podcast service to make embedded ads easier.