Apple is introducing monetized search advertising to Maps and expanding third-party device compatibility in iOS 26.5, according to code discovered in the latest beta. The updates represent significant shifts in Apple’s approach to both advertising and interoperability with non-Apple hardware.
Apple plans to launch Maps advertising this summer, allowing businesses to purchase ads displayed in search results and Suggested Places. Code in iOS 26.5 states: Maps may show local ads based on your approximate location, current search terms, or view of the map while you search.
All ads will carry a clear ad label to distinguish them from organic results.
This marks Apple’s expansion into location-based advertising, a category traditionally dominated by Google. The feature targets local businesses seeking visibility in map search queries.
Apple has re-enabled end-to-end encryption (E2EE) for RCS interoperability features, simplifying device pairing. Pairing third-party devices will no longer require multiple steps, instead using a one-tap process.
Third-party accessories like smartwatches can now receive notifications from the iPhone. Users can view and react to incoming notifications, a capability previously limited to Apple Watch.
Additionally, Live Activities can sync to third-party wearables, similar to notifications. Notifications can only forward to one connected device at a time. Enabling third-party device notifications disables Apple Watch notifications.
Users can choose to forward notifications from select apps or all apps. Apple tested these EU third-party wearable features in iOS 26.3 and 26.4 betas before removing them from public releases.
Magic Keyboards and similar USB-C accessories now automatically establish Bluetooth connections with iPhones. When switching from iPhone to Android, users can select which message attachments to transfer, with options for All, 1 year, or 30 days.
Apple has not announced a launch timeline for EU third-party wearable features, and pricing details for Maps advertising remain unconfirmed. Enhanced Siri capabilities mentioned in earlier expectations are likely reserved for iOS 27.
These changes reflect Apple’s broader strategy to compete with Android’s openness while maintaining strict privacy controls through E2EE protocols.
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