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!!