Apple is set to lift the lead on the next update to its iOS platform for its iPhone and iPad devices at its annual World Wide Developer Conference (WWDC) in San Francisco late Monday.
The iOS 6 update is expected to include several upgrades, the most notable of which will be the launch of its own mobile mapping software at the expense of Google's services, which will be dropped.
According to numerous reports Apple's own service is expected to include high-quality aerial shots of major cities and comes after the firm acquired US firm C3 Technologies in 2011 which offers mapping services.
Analysys Mason principal analyst for mobile content and applications, Ronan de Renesse, told V3 that the expected launch of Apple's own mapping software would be a major threat to Google.
"Google Maps on iOS contributes to some 30 per cent of all users of its Maps service so this could be a big problem for Google as it's a major part of its mobile advertising strategy and Apple is looking to move in on this and monetise mapping on its own devices," he said.
He added that while Apple's own mapping product could lack the maturity of Google's own services, this was unlikely to be a major issue for the firm.
"Whenever Apple launches something that could affect its users it always ensures it's high-quality and as it's Apple they have a huge market of users anyway, so they don't need to gain any exposure and new products are automatically used by its customers," he said.
Google itself has already started touting forthcoming improvements to its mapping products, outlining its own plans to produce aerial maps of cities and photographing remote routes using cameras that can be worn by its employees.
Apple is also expected to show off a series of new MacBook laptops, according to The Wall Street Journal. These are set to feature higher-resolution displays akin to the new iPad, and will run on the new Mountain Lion software, which has already been unveiled.
Check back on V3 for a full update on the features unveiled by Apple at the event.
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