For years, Apple Maps has been free of ads, giving you a clean, accurate experience without the distractions and annoyances that you sometimes find in the ad-infused Google Maps. Yet a new report suggests that this is all about to change, with Apple supposedly on the brink of opening up its mapping app to a flurry of adverts and paid promotions.

Apple came up short in its iPhone business, sending its stock lower despite a slight revenue beat for the broader company. Revenue from the iPhone unit came in at $49.0 billion, whereas analysts were looking for $50.