They now have a portable camera unit that allows someone to walk offroad and video the trek. This means that one day they may have Google Street View of roads in the pines.
Check out the first photo and read the article. Then read about Apple's plan right below it.
Nice front page article with this title in yesterday's Wall Street Journal. Instead of providing screenshots or information about the new Apple maps app, it discussed the backstory. Here are some of the things that I found interesting:
• Apple has been working on a maps app for a number of years, but accelerated development when Android phones overtook the iPhone in market share.
• Apple has quietly acquired at least three cutting edge map companies and melded their technologies with their own.
• Last fall Apple took the first step towards a proprietary system by releasing their own geocoder, the software component that translates the iPhone's position into a point on the map. Prior to that, Apple was using the Google geocoder. Apple was unhappy with the Google geocoder because it could only be used when a Google map was displayed. The new Apple geocoder is part of the current iOS software and is available to third party app developers.
• Ads associated with maps account for about 25% of mobile ad spending. Google maps are used by 90% of iPhone owners. With a proprietary Apple maps app, Google will lose some ad revenue and also a lose selling point for their ads.
• The map issue is just one facet of a much larger "war" between Apple and Google over data, devices and services. One analyst called this "the historic battle of today".
• Friction between the companies grew as Apple wanted to control the look of the maps and only use some of the features in "a la carte" fashion. Google initially withheld the street view feature available on Android. Apple also wanted Google turn by turn navigation but Google refused. Google wanted their logo to be more prominent and also wanted Apple to use their "latitude" social networking service but Apple refused.
• In 2009 Steve Jobs decided Apple needed their own mapping technology and acquired Placebase. They then became Apple's new "geo team" with offices across the hall from Steve.
• Apple wanted to buy AdMob in 2009 but Google beat them to it. Apple responded in 2010 by buying Quattro Wireless. In a staff meeting, Steve Jobs told employees the Google's behavior suggested that it's "don't be evil" motto was "bull".
• In 2010 Apple bought Poly9, a company developing 3d maps similar to Google Earth. This raised alarms at Google, who then realized Apple was serious about their own mapping app.
• The Apple Geo Team is shrouded in secrecy, not even discussing their projects with each other. They are rumored to be working on features that will "one up" Google's app. There are reports of one app that looks like an automotive GPS device.
• Google employees are rumored to be very concerned about these developments because as many as half of the people who use Google Maps own Apple devices.
• Apple may announce the new map application next week at the WWDC. Google has a news conference scheduled for today to unveil "the next dimension of Google Maps."
