Apple will review medical service ads on Apple Maps on a case by case basis.... BUT plumbers, electricians, HVAC contractors, roofers, locksmiths, pest control companies, and general contractors are "prohibited" to advertise on Maps. They are listed directly above bail bonds and cryptocurrency ATMs. WTF? This is insane. Excluding home services from a local intent advertising product is not a small policy decision. They are voluntarily opting out of one of the most valuable moments on the internet. When someone searches for a restaurant, they may be deciding where to eat next week. When someone searches for “plumber near me,” their basement may be filling with water. Google has spent years building an entire advertising product around these searches (LSAs). Angi built an entire public company around monetizing the same demand. Apple says more than one billion relevant searches for businesses happen on Maps every month..... and they choose not to monetize plumbers, HVAC companies, electricians, roofers, or contractors at all. This is so confusing, And it is also astonishingly conservative. Apple owns the device in the homeowner’s hand. It owns the map they search. It owns the phone they call from. It owns the wallet they can pay with. And Apple’s greatest brand advantage is trust. Home services is one of the few local categories where trust is almost the entire product. Somehow Google sees advertising revenue... and gets A LOT of it. Angi sees lead revenue. But Apple is opting out.