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 reported fourth quarter earnings on Thursday that aligned with analyst expectations on revenue and slightly missed on iPhone sales, providing an early glimpse into how the release of the iPhone 17 lineup may be catching on so far.