iOS6 Maps Saga

Last evening, iOS6 started rolling out to Apple iPhone and iPad users across the country. The latest version of Apple's software for iOS devices debuted to good reviews (note that the post is all about iOS6 and not iPhone 5 which debuted to stellar reviews). And then something else happened. Users started using Apple's own take on Maps - the one that replaces the one based on Google Maps that powered all the previous versions of iOS. And the outpouring of criticism started. In the last 24 hours, Twitter and much of the blogosphere has (gleefully) put out posts after posts [1] [2] [3] [4] [5], tweet after tweets and pictures after pictures of how Apple Maps fails where Google Maps (and Nokia Maps) does significantly better. Heck, there is a tumblr site chronicling examples of where iOS6 maps fails. So what just happened?A year ago, Apple debuted Siri, its virtual phone assistant with iOS5. I had written about it a few months ago as a feature that promised much (and still has time to deliver) but is still not ready for primetime. A year later, Apple seems to have had a second rare stumble in an otherwise perfect record with the newly launched Apple Maps. I term it a stumble because it doesnt look like it is ready for primetime - atleast not everywhere that the device is launching. In a sense, this is bigger than Siri. Siri was a feature many never used and was never going to be a make or break. Maps is different. A lot of people use their phones in lieu of their GPS devices. And I personally know of people who moved from feature phones to smartphones for the simple purpose of getting directions on the go. And by forcing iPhone users to use a software feature that is not as good as the one that it replaces, Apple did something that was unexpected from them- put something else  ahead of its user's best interests. For years, Steve Jobs and his crew have been selling their products on the fundamental argument that the user comes first and for the most part, they have been right. Every aspect of the iPhone and the underlying iOS has been crafted with the user in mind. Why then was the Maps feature allowed to have such holes?. For a long time, the Android Google Maps experience has been significantly better than the iOS Apple curated  Google Maps experience. For that matter, most iOS users have never experienced the fantastic Google Maps and Navigation on Android. But what was available until iOS5 was still a very decent workable solution (without turn by turn). With the new Maps feature, Apple is attempting to do a new service on its own (with the help of partners across the world like Yelp! in the US). Getting back on trackEarlier this evening, Apple issued a statement saying their Maps app based on the cloud will only get better as more and more people use it. Partially true statement but if thats the case, it will take quite some time for it to catch up. To get a feel for how much effort goes into making Google Maps and continue to keep it up to date and fresh, read this excellent piece on the Atlantic that appeared a few weeks ago.Like any new massive feature change, there will be hiccups in the beginning. Admittedly, if any company has the resources and the financial muscle to fix it, it is Apple. But the problem with Maps is not one of money. It is of building a database that is comprehensive and complete. One that takes a lot of time. Google can vouch for it. The Google Maps app has evolved dramatically over the years to where it is today. And it has iPhone to thank for that along with many millions of Android devices. iOS6 is starting off with a much larger installed base than Google had with its earlier Maps offerings. So things will be quicker. But not quicker as in days or weeks. It will take months and until then, there will be complaints and internet memes aplenty.What is Google going to do about this?Well, the best thing Google can do right now is nothing. Yep, nothing. We do not know if Apple was the one who decided to discontinue its deal with Google Maps when the deal came up for renewal recently. We will probably never know for sure what went down at that time. What we do know is that Google is enjoying all this good PR without paying for it. Heck, you cant have a better pitch for their Maps solution even if you paid an ad firm for it. For its part, Google put out a seemingly harmless press release today. But I am sure the folks in Mountain View are watching this whole affair with glee.Google could sit quietly and let users have a go at Apple's Maps and understand the true value of its product. Or it could one up Apple quickly and release its own iOS app (assuming Apple will approve it which I think it will). The former will give it a big advantage going into Christmas with its flagship devices against iPhone 5. But the latter would give it a backdoor entry into iOS once again and thus get access to Apple user's location data which it has used to improve its service over the years. It would also prevent Apple from improving its Maps service as people would immediately defect to the Google Maps app. Whichever way you see it, this is a big win for Google.But what now?Until then, if you are an iPhone 4 or iPhone 4S user, try to keep iOS5. Eventually app updates will force you to move up to iOS6 but until then, you can have your Google Maps based service on iOS5. Or you could move up to the new OS and use the web based google maps page and have it bookmarked on your front screen. You could also consider options like Waze or any other third party Maps app on iOS. A Google Maps iOS app is rumored to be in the works. If everything fails, there is always a fantastic Maps experience on Android devices and Nokia Maps on the Lumia 920 devices with the new Windows Phone 8 OS.Like everything else, Apple will figure out a way to solve this issue. They are too good to let something like this fester for too long. The big question is to how long will it take to fix this and if that delay will cause irrepairable damage to its credibility.