Let p ( · ) $p(\cdot )$ be a measurable function defined on R d ${\mathbb {R}}^d$ and − : = inf x ∈ $p_-:=\inf _{x\in {\mathbb {R}}^d}p(x)$ . In this paper, we generalize the Hardy–Littlewood maximal operator. definition, instead of cubes or balls, take supremum over all rectangles side lengths which are in cone-like set by given ψ. Moreover, integral means, consider L q $L_{q(\cdot )}$ -means....