I was pretty sure that the v1 (beta?) Apple Maps would have gaps and gaffs, and of course it does. Mapping is hard to do as this excellent analysis from Adrian Covert at Gizmodo makes clear. (If Apple had it to do over again, it might have pushed harder to keep the Google Map app in place while Apple launched a beta map alongside it. Maybe it still can.)

But Apple had to do maps. It had no choice, really. The reason is simple: maps are the place where mobile matters most. Here's the logic:

• First, maps are where the physical context of our daily lives and reality intersects the digital intelligence we access online. It is precisely because maps are where the physical best intersects the digital that Apple had to offer maps. Maps are extremely valuable to customers, hence to Apple. It couldn't outsource it to Google forever if it wanted to develop a unique mobile engagment experience to customers. For that matter, Microsoft has to do (and is doing) exactly the same. It's also why Nokia purchased NAVTEQ in 2008  for $8.1 billion.
• Second, developers are finding fabulous ways to exploit maps in their applications. Overlaying just about anything on a map makes the map more valuable. Shoppers benefit. Cyclists benefit. City planners benefit. Even the military benefits. Anybody dealing with physical locations needs maps in their app. And that means great APIs to access the map, a way to put layers over the map to show important things, and a way to crowdsource new information. Flickr's photos on maps in a great way to explore a vacation spot before getting on an airplane. All because of great map apps.