Apple has quietly published a rulebook for its new Maps ads, which suggests a more precise approach than ad giant Google.

The iPhone maker has not disclosed a launch date for the Maps ads, which were announced earlier this year, beyond saying they will arrive in the US and Canada “this summer.” However, the company has published advertiser documentation and ad policies specific to Maps, suggesting that a rollout is imminent.

In a recently published Apple Advertising Services Policy, Effective July 14, 2026, the iPhone maker shares its rules for advertising on Apple Maps. Specifically, it bans a broad category of home service businesses, such as plumbing, electrical, locksmith, HVAC, pest control, roofing, and general contracting services, among others.

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

Apple did not respond to a request for comment about the new rulebook.

This approach can help Apple’s ads feel more like organic map listings than traditional paid search ads.

It could also save Apple some headaches as it gets its Apple Maps ads off the ground. Home service businesses, including locksmiths and garage door service providers, often require additional certification. Google, for example, Allows these categories.but initial verifications, follow-ups and audits are required to remain in good standing.

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

Apple is also on the hook for approving ads for businesses offering medical services, as the policy notes that those ads will be “reviewed on a case-by-case basis.”

These restrictions appear in a dedicated section of the new “Apple Advertising Services News and Stocks, Maps, and Sports Programming Policies,” which details the rules for publishing ads in Apple’s first-party apps outside of the App Store.

The broader policy also prohibits misleading or offensive ads, political ads, and ads featuring weapons, violence, controlled substances, defamatory content, and more.

While Apple may expand into other ad categories over time, its initial approach positions Maps and its ads as a more curated, navigation-focused product than as an extension of a web search engine.

Apple’s way of showing ads will also differ from Google’s. Apple said it will only show users one ad in its Maps search results. He noted that advertised businesses will be clearly marked with a small blue halo around the pin, and will be labeled as advertised in the list of recommended locations.

Apple also said that data about the ads users interact with stays on the device and is not collected by the company or shared with third parties.

Another latest update from Apple Advertising Services Terms of Service It also suggests that Apple may plan to extend its Apple apps to non-Apple-owned services, a report said Mobile Dev Memo However, Apple has not confirmed any changes on this front.