Apple is reportedly planning on inserting ads into the Maps app, . An announcement could come as soon as this month, with the ads themselves appearing on iPhones this summer.

This will likely work similarly to ads in Google Maps and Yelp, which lets retailers and brands bid for coverage with particular search queries. I’ve personally never found the ads in Google Maps to be that annoying, so let’s hope Apple’s implementation is similar.

This potential ad revenue could seriously bolster Apple’s services business, which currently generates for the company. This division accounts for around 25 percent of annual revenue but faces challenges in both the short-term and long-term, .

Apple has yet to comment on the matter. This idea has been floating around , with rumors . The company already and , so the jump to Maps isn’t coming out of left field.