The iOS 6 update announced by Apple at its annual World Wide Developer Conference (WDDC) represents another stage in the growing battle for mobile dominance between Apple and Google, with maps the next frontline.
Apple confirmed that the next iteration of its software will ditch native support for Google Maps and instead integrate software designed by sat-nav firm TomTom, whose share rose 10 per cent on the news.
This could well be a major blow for Google, which relies heavily on Apple devices for much of the traffic to its mapping service, as IDC principal analyst Francisco Jeronimo explained to V3.
"This is an important move for Apple but it is not good news for Google. Its Map service is the most deployed in the world, but with Apple set to remove it, that's some 100 million users that will stop using the service," he said.
"Apple wants to take a portion of the advertising potential in mapping software and so by partnering with TomTom it's the quickest way for it to enter this market."
Principal analyst to Forrester Research, Thomas Husson, said it was no surprise that Apple had ditched Google and moved to use alternative services, although questioned exactly how the TomTom deal would work.
"Apple had to reduce its dependency on a competitor's solution. Apple considered it was in a position to launch a differentiated user-experience, more tightly integrated with its own devices and OS," he said in a blog post.
"It is difficult to say at this stage what technologies are coming from Apple's previous technologies and what may come from TomTom."
He added the deal represented Apple's continued move away from the reliance on Google which could ultimately see the firm entering the search market too.
"What's missing in the equation for now is an Apple's search engine in comparison to Microsoft's Bing or Google search. Will Siri play this role?"
Jeronimo added that it was possible Apple could also proceed with a full acquisition of TomTom in the future.
He also said a deal with a reviews website, such as TripAdvisor, could also be on the cards to improve reviews available of locations near users, a functionality currently lacking on Google Maps.
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