Back in 2007 when the Apple iPhone debuted, Google and Apple were happily working together in the mapping services market. The iPhone used Google Maps technology to provide users with the location of businesses and other details while Apple pushed a lot of traffic through Google servers and to Google search. As the iPhone became more and more popular and Google unveiled its Android operating system, the cooperation started to sour between the two firms.
Google and Apple are now set to battle in the mobile mapping technology arena with Apple set to get rid of Google Maps as the preloaded, default maps app on the iPhone and the iPad. Apple will turn to a new technology of its own construction according to current and former employees who talked to the Wall Street Journal. The new mapping technology could be previewed next week at Apple's WWDC according to sources.
Apple will be encouraging developers to use its maps inside their applications rather than Google Maps. Other rumors have pointed to the next version of iOS being when Apple's own mapping technology takes over from Google Maps. According to sources cited by the WSJ, Apple has been planning this change for a long time. The first hint came last year when Apple released a geocoder, which is the brains behind a mapping app. The push for Apple is partly ad revenue since big money is spent on mobile ads each year. However, Apple is always looking for more control and controlling maps is a big part of controlling the iPhone ecosystem.