Apple’s Services AAPL 0.00%↑ revenue rose 10% to $31.6 billion in the quarter ended Sept. 26, and the company’s advertising business set an all-time record, CFO Kevan Parekh told analysts, even as Apple continued to withhold a specific figure for ad sales.
Services generated about $24 billion of Apple’s gross profit in the period and accounted for nearly 44% of total gross profit despite representing less than 28% of revenue. Advertising is folded into the broader Services line alongside the App Store, iCloud, Apple Pay and other offerings.
Parekh said ads in Apple Maps are now live in the United States and Canada, giving local businesses a privacy-focused way to reach customers using contextual signals such as search queries and the map area being viewed rather than detailed location history.
Apple reported overall quarterly revenue of $114.5 billion, up 12% from a year earlier, and said fiscal 2026 was its best year on record. Maps advertising, which began rolling out in mid-August, contributed only a partial quarter of activity to the latest results.
Apple Maps Blurs NASA, Space Force and Air Force Sites
Separately, Apple Maps has begun blurring imagery of selected NASA, U.S. Space Force and Air Force installations, a change observed by users without a formal company announcement, in a story first reported by Space Explored. Locations reported as obscured include Cape Canaveral Space Force Station and Patrick Space Force Base in Florida, Vandenberg Space Force Base in California, Wallops Flight Facility in Virginia, Stennis Space Center in Mississippi, Whiteman Air Force Base in Missouri and Ellsworth Air Force Base in South Dakota, as well as sites such as Groom Lake and Los Alamos National Laboratory.
Google Maps has not applied similar blurring to the same sites. The selective approach appears focused on particularly sensitive launch, bomber and research locations, though Apple has not explained the criteria or said how broadly the practice will expand.
