Apple is introducing ads to Maps, and for marketers, this is less about a fresh ad unit and more about a new competitive arena. The company revealed that advertising will be integrated into its new Apple Business platform, with Maps ads launching in the U.S. and Canada this summer. This move places Apple squarely in a space long led by Google, but with a distinct philosophy around targeting, data usage and control. “Given the historical working relationship between Google and Apple, it’s still early to determine the long-term implications, but directionally, yes, this would directly compete with Google Map ads given the adoption and market penetration of Apple devices,” said Greg Carlucci, senior director analyst at Gartner. On the surface, the ad experience will look familiar. Brands can show up at the top of search results when people look for nearby services, and also in a new “Suggested Places” module that highlights recommendations based on local trends and recent user behavior. Search ads tap into explicit intent, while Suggested Places adds a more passive discovery element, making Maps feel more like a browsing destination than a simple tool. Maps is evolving into a discovery channel, not just a navigation app. For marketers, that evolution is important because it broadens the role Maps can play. Historically, Maps has focused on wayfinding: you search for a specific place, get directions and leave. Suggested Places alters that flow by creating moments where users can be influenced even when they’re not actively searching. That opens up a fresh layer of opportunity for brands to shape decisions in real time, not…