Some people still don't understand why Apple started making new maps. WSJ, June 4th, 2012;
In 2008, Apple executives including Mr. Schiller sat down with Google executives, including Vic Gundotra, then a vice president in charge of Google's mobile apps, to renew the agreement over the iPhone's mapping app.
New tensions emerged when Apple grew concerned that Google was aggressively gathering data from the app, according to people familiar with Apple's thinking. Mr. Schiller worried it could compromise users' privacy, these people said.
Google executives felt Apple was unreasonable in insisting on controlling the look of the maps app and enabling only some of its featureslike an "a la carte menu" where Google provided only the "back end" technology that powers it, according to a Google executive.
The two sides bickered over a Google Maps feature called Street View, which lets people see an actual photo as if they are standing in the street. Apple wanted to incorporate Street View on the iPhone just as Google already offered it for Android phones. Google initially withheld the feature, frustrating Apple executives, according to people on both sides of the debate.
Apple executives also wanted to include Google's turn-by-turn-navigation service in the iPhonea feature popular with Android users because it lets people treat their phones as in-car GPS devices. Google wouldn't allow it, according to people on both sides. One of these people said Google viewed Apple's terms as unfair.
Google executives, meantime, also bristled at Apple's refusal to add features that would help Google. For instance, Google wanted to emphasize its brand name more prominently within the maps app. It also wanted Apple to enable its service designed to find friends nearby, dubbed Latitude, which Apple refrained from doing, said people on both sides.
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In 2009, Mr. Schmidt confided in colleagues his concern over the fraying relationship, one of these people said. Around that same time, Mr. Jobs decided that location services were too important for Apple to rely on a partner that was also becoming a formidable competitor, says a person familiar with the matter.
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In 2012, Members of the Google Maps team in recent months have told colleagues they worry about Apple replacing their program, given that as many as half the people who access Google Maps own Apple devices, says someone familiar with the matter.