Apple Maps launched alongside the original iPhone in 2007. Initially, it relied on map data from Google. But in 2012, when the two companies became smartphone rivals, Apple was forced to find an alternative data source.

Opting to build its own map platform in-house, Apple attempted to replicate a product Google had developed over many years in a matter of months. Unsurprisingly, the results were not perfect. Users around the world reported bad directions, missing landmarks, and bizarre visual glitches.

The fallout from the Apple Maps launch led to a rare apology from Tim Cook, and the departure of one of Apple’s most indispensable software engineers. But with the benefit of hindsight, the wisdom of Apple’s move into mapping has become clear. It enabled Apple to compete head-on with Android, and kickstarted Cupertino’s move into services.

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LINKS

The Verge report stating Apple’s deal with Google still had a year to run when Apple scrapped it:
https://www.theverge.com/2012/9/25/3407614/apple-over-a-year-left-on-google-maps-contract-google-maps-ios-app

Tim Cook’s apology letter (via the Internet Archive):
https://web.archive.org/web/20121001005112/http://www.apple.com/letter-from-tim-cook-on-maps/

New York Times article on the brawl between Apple and Google in 2010:
https://archive.nytimes.com/www.nytimes.com/2010/03/14/technology/14brawl.html

Wall Street Journal report on Apple’s acquisition of C3 Technologies from Saab:
https://www.wsj.com/articles/SB10001424052702304543904577398502695522974

Cult of Mac on firing of Richard Williamson:
https://www.cultofmac.com/apple-history/apple-maps-launch-disaster

Scott Forstall tells the story of his interview with Steve Jobs at NeXT:
https://macdailynews.com/2020/05/22/scott-forstall-reveals-how-his-interview-with-steve-jobs-went/

Adam Lashinsky’s Inside Apple:
https://www.amazon.com/Inside-Apple-Americas-Admired-Secretive-Company/dp/1455512168/