Apple (NASDAQ: AAPL) revises one of its most controversial services, Apple Maps. The first rollout of Apple Maps in 2012 was nothing more than a disaster that led to years of joking and even helped drive out former software chief Scott Forstall, who had refused to apologize for the botched start. CEO Tim Cook had to write the apology instead. The Mac manufacturer had at that time dealt with Google Maps Alphabet (NASDAQ: GOOGL) subsidiary Google and Google's decision to ban this differentiating feature was the driver of Apple's decision to have its own map service develop.
Apple Maps has certainly improved over the years, but there is still much to do.
Years In Progress
TechCrunch reports that Apple is recreating the service "from scratch", the key difference being that Apple is willing to build the service using its own first-party data rather than relying on it Third-party data sources. For example, the original version licensed data from TomTom and OpenStreetMap, among others. (TomTom stocks fueled after the report.)
Apple collected this data for years with a fleet of vehicles equipped with various cameras and sensors. Anecdotally, I've seen Apple's cart over the last few years in the Denver area several times. Similar to Google, Apple will also use the millions of smartphones that use its map service to collect anonymous data that can be used, for example, for traffic and road conditions.
"We have won since we introduced this company six years ago." We refreshed all the problems we had with the introduction. We've invested a lot to bring the map up to date, "Apple boss Eddy Cue told TechCrunch, continuing:
When we started, much of it was about heading and reaching a specific location. Find the place and get directions to that place We've made huge investments to make millions of changes, add millions of locations, update the map, and change the map more frequently ̵1; all of these things over the past six years.
It's worth noting that some of the location data that Apple collects with lidar sensors can potentially be used to develop autonomous driving systems.
Mapping has become a core feature of modern mobile devices, and while Google Maps remains the gold standard It is still important enough for Apple to compete.Perhaps Apple's most important tool is that Apple Maps the default map app for S is the same (which has led to antitrust concerns, similar to other bundled software scenarios). While Apple Maps is unlikely to boost sales of iPhones directly, the company believes that it can provide mapping with a higher degree of privacy, a debate that has gained importance over time
The value of Privacy [http://www.google.com/privacy.html] Google's Google Maps primary monetization strategy for serving local business ads based on inputting the attribution query. Apple prefers to shy away from advertising companies because of inherent privacy concerns and only sells advertising to help third-party and iOS developers better monetize their apps.
Each piece of data that Apple collects for Apple Maps is fragmented and anonymized, according to the report. If you've ever received an unsolicited e-mail from Google asking you to review a recent location you visited – without getting directions from Google Maps, but your phone in your pocket – you know which location-based privacy I use compromise
As consumers become increasingly sensitive to privacy compromises due to various scandals, providing these services in a manner that does not involve privacy costs is much more valuable. Whether the Apple helps to sell iPhones remains to be seen.
Suzanne Frey, an executive at Alphabet, is a member of the board of directors of The Motley Fool. Evan Niu, CFA owns shares of Apple. The Motley Fool owns shares of and recommends Alphabet (A-shares), Alphabet (C-shares) and Apple. The Motley Fool has the following options: long January 2020 calls Apple 150 and shortly January 2020 155 calls to Apple. The Motley Fool has a disclosure policy.