According to a recent report by Mark Gurman of Bloomberg, Apple Maps users may start seeing ads in the application as early as next year. Gurman claims that, similar to Google Maps and other mapping applications, Apple's plan is to allow brick-and-mortar restaurants and other businesses to pay for promotional listings in search results. While Apple has already been running ads in the App Store, this could be part of a larger strategy to introduce more ads in iOS. Apple is reportedly attempting to differentiate itself from competitors by displaying more relevant results through a better interface and the use of artificial intelligence. However, the issue is whether Apple device owners will start to resist the increasing number of ads on their devices, which are becoming more like billboards trying to convince users to pay for more Apple services. The integration of ads in Apple Maps could potentially blur the line between advertising and Siri's recommendations, raising questions about the future of user experience on Apple devices.