Look who’s been sniffing out the streets of Soho in London. Hopefully their own maps will do a better job than the pitiful data they bought from TomTom when they first launched in 2012. I’m usually an Apple supporter but even I couldn’t trust it after it gave me one too many destinations in the middle of a lake (yes, this happened twice).
I still find Apple maps unbearable over-simplified. One way streets, traffic data, building locations and of course Street View are all examples that Google gets right. Apple does have the bizarrely hidden yet mind-bendingly impressive Flyover feature though. It’s not in every city yet but if you haven’t checked it out yet. but find one that does have it and prepare to be impressed.
The real play here is the data that people using your mapping app gives you. Google know when you’re in a shop, when you’re stuck on a slow moving road, when you’re at home and most importantly, when you’re doing any of that while clicking ads, reading emails or using any of their home-grown services.
Apple clearly tried to muscle in on the action in 2012 and bought their way in, with obviously (calamitous) results. Seems they are doing it the right way this time. It’s still a rather murky and devious world of data mining but at least I’ll not be standing in too many lakes.