Look out Google – here comes Apple! Again.

There has been a lot of excitement over the iPhone 5 recently. Frankly, the dark horse story is not the phone, but a feature that has been built in that replaces Google Maps.

What Apple has done in launching Apple Maps with the latest iOS6 running on the iPhone 5 is an astute, intelligent and pre-emptive move. Not withstanding the fact that Apple Maps have had some wrinkles with accuracy, and may have been released too soon, this is Apple. They will fix the issues quickly. Apple Maps is a global play to gain geo-location data, personal communication and data analytics.

What Google has been able to do with Google Maps, and what Apple will now be able to do with Apple Maps is enable augmented reality (AR) – the ability to see your data layer associated with where you are in this world. The promise of AR is impressive and a significant game changer. Your Smartphone knows where you are, and it also has access to information about everything you can currently see.  If advertisers can tap into that, they would have the power to push information to you that is geo-specific, time-sensitive and tailored to you for where you are at that exact time.

Apple is hedging that the popularity of their iPhone device, now loaded with their own maps feature, will buy them market share in the fight to own the AR market. Google has been the king of data, search and analytics, but this may be the beginning of a seismic shift, with Apple as the benefactor. Hold onto your Smartphone!!

Mary Charleson


  1. Thanks for the article link. It has some great insight on the topic. It is undeniable that Apple Maps have had issues, but it is very interesting to note how they are very much playing catch up to Google in the area of user data. This will be a very interesting one to watch. It causes me to reflect on the days when Microsoft decided that they would by default control the browser that people used with their product, MS Office, largely the software of choice at the time. While they didn’t control the device, they controlled a large % of the market software. Could it be that Apple, feeling bullish about their market share and control of devices, might be thinking this is the time to move in on other turf such as user data and search? Time will tell, but it could be risky territory, especially with companies like Samsung nipping at them! I’m sure this will keep the lawyers in Silcon Valley gainfully employed for some time…

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    found that it’s really informative. I am going to watch out for brussels. I will be grateful if you continue this in future. Lots of people will be benefited from your writing. Cheers!

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