Apple has quietly unveiled guidelines for its upcoming Maps ads, which will differ from Google's approach. The iPhone maker will not be allowing home services businesses such as plumbing and pest control to advertise on its platform.

This move sets Apple apart from Google’s Local Services Ads, which are one of the company's largest local advertising categories. Apple is focusing on physical locations that customers visit in person, potentially making their ads seem more like organic listings rather than traditional search results.

The restrictions extend beyond home services, with Apple also prohibiting cryptocurrency ATMs and bail bonds providers from advertising on Maps. Ad approvals for medical services will be assessed on a case-by-case basis due to the sensitive nature of these businesses.

Apple’s approach aims to create a more curated and navigation-focused product, unlike an extension of web search engines. Users can expect to see only one ad per location in Maps search results, clearly marked with a blue halo around the pin and labeled as an advertisement.

The broader policy also includes bans on deceptive or profane ads, political ads, and those featuring weapons, violence, or controlled substances. While Apple may expand its ad categories in the future, it's currently positioning Maps ads as a more refined experience for users.