Can you apply ceramic coatings to wheels?
Quick answer: Yes. A ceramic or anti-static wheel coating cuts the time needed to clean baked-on brake dust, which is the hardest part of keeping wheels presentable.
Any ceramic coating can be applied to wheels, and several are designed specifically for them. We also use anti-static wheel coatings that work very well, either on their own or layered over a ceramic. All of them are worth considering -- wheels take the worst punishment on the car and are the hardest part to keep clean.
The benefit is not show gloss. It is that baked-on brake dust and road film release with far less scrubbing, so the wheels stay presentable between washes.
The two things that matter are choosing a product suited to wheels and brakes, and preparing the surface properly before anything goes on.
Most modern wheel finishes can be protected with the right product. Painted and clear-coated alloys are the most common and are treated much like bodywork but with a wheel-specific coating over the clear coat. Powder-coated wheels are good candidates provided the coating is fully cured and in sound condition. Diamond-cut wheels can be coated once they are clean and free of corrosion, but a coating will not stop lacquer failure that has already started. Polished and bare-metal wheels can take specialist metal-safe coatings, though preparation and product choice matter more here. A reputable installer will check the finish first and choose a wheel-safe product that suits that particular surface.
For the broader "why have ceramic paint protection" answer, see What are the benefits of a ceramic coating?.