Users of Apple Maps may begin encountering advertisements within the application as early as next year, based on a recent report by Bloomberg’s Mark Gurman.

In a manner similar to Google Maps and various other navigation applications, Apple intends to enable restaurants and other businesses with physical locations to pay for promotional visibility in search results, according to Gurman. Although Apple already places ads in the App Store, this could form part of a broader initiative to incorporate additional advertising within iOS.

Reportedly, Apple will seek to set itself apart from competitors by offering an enhanced interface and utilizing AI to display pertinent results. 

The concern, according to Gurman, is whether users of Apple devices will begin to push back as Apple’s devices and applications increasingly resemble advertisements urging them to invest in more Apple offerings.