The importance of mapping software was taken for granted for many years until Apple suddenly yanked the rug from under millions of its users by replacing the tried and trusted Google Maps service for its own, with somewhat disastrous results.
At the time there was an almighty uproar from customers and chief executive Tim Cook was forced into a public apology, even recommending users download rivals' services. However, he promised the firm would come good with its product.
It may well do, but it has a long way to go if Google's latest Street View update on Thursday is anything to go by. The company is busy completing its second lap of the world with its cars, adding new locations such as Mother Russia and updating UK cities so we can see which adverts have been changed on billboards over the last few years.
Clearly, Google has a massive headstart in this cartographical battle and is not going to rest on its laurels waiting for rivals like Apple to, or Microsoft which is also setting about mapping the world's highways and byways, to catch up.
Google is also going off road with routes that can be only be accessed on foot in the wilderness, or into famous buildings such as museums and its own offices.
Furthermore, with its self-driving car technology being touted all the time, it's not doubt looking to a future where it's cars merrily travel the world without a driver, endlessly snapping the changing world and making its Street View system the market leader.
Apple and co have their work cut out.
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