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Posted by Ted Schadler on September 21, 2012
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:
So Apple has a lot of hard work to do to get this beta product to v1 and beyond. And Apple customers will suffer some in the meantime. But for Apple to focus on making its ecosystem of developers and apps uniquely valuable, it had to own maps. Just as it will ultimately have to own identity (AppleID), voice control (Siri), wallets (Passbook), and probably a whole bunch of other core engagement services. Which services do you think Apple must own?
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