Apple takes aim at Google with new in-house Maps with amazing Flyover, even smarter Siri

“Apple Inc. took the wraps off its own mobile mapping service and improved the search capabilities of its Siri voice assistant, taking the fight into Google Inc’s domain,” Poornima Gupta and Alexei Oreskovic report for Reuters. “CEO Tim Cook, who took over from late co-founder Steve Jobs last August, spearheaded the unveiling of new services such as in-house mapping, beefed-up Siri software, address-bar search on its Safari browser.”

“The highlight was the debut of Apple’s in-house mapping service after years of development, a direct challenge to the same Google service that is one of the most popular functions on both Android smartphones and the iPhone,” Gupta and Oreskovic report. “Apple’s new mobile software — the iOS6 — will be available in the fall. It comes with a mapping system ‘built from the ground up,’ said software chief Scott Forstall.”

Gupta and Oreskovic report, “It will be replacing Google Maps… Now Apple will do its utmost to reduce its reliance on Google, said Colin Gillis, analyst with BGC Partners. ‘What happens if one day Google decides to not provide Apple with maps,’ said Gillis. ‘You can’t have that kind of dependency on a competitor.'”

MacDailyNews Take: As fun aside, in Gillis’ sentence, replace “Google” with “Samsung” and “maps” with “chip fabrication or displays.”

You can’t have that kind of dependency on a competitor.

Gupta and Oreskovic report, “Apple’s map service comes with three-dimensional images of cities called ‘Flyover’ along with real-time traffic updates and also turn-by-turn navigation… And Siri, the innovative voice-activated iPhone search-feature… will now also be available on iPads and recites a larger database of answers, especially sports, restaurants and movies. Siri is also integrated into the new mapping service so users can ask for step-by-step directions… Forrester analyst Charles Golvin said that Apple’s new [Maps] service featured various nice touches, demonstrating Apple’s ability to take an experience offered by rivals and ‘go even further.'”

The full article, in which Gupta and Oreskovic inexplicably and laughably report that “ Inc’s cheaper Kindle Fire is challenging Apple in tablets,” here.

MacDailyNews Take: Newsflash for Poornima Gupta and Alexei Oreskovic: Amazon’s tiny screen Kindle Fire is a flop and is not, we repeat, not challenging Apple in “tablets.” Do a better job reporting facts and not inserting opinions or, in this case, fantasies, lest your credibility be irrecoverably tarnished. See related articles below.

As for the rest: It’s about time that Google begins to reap what it sowed.

Related articles:
Apple’s massive domination of tablet market unabated as Amazon’s tiny screen Kindle Fire demand tumbles – June 5, 2012
Apple’s iPad remains dominant in Q112 while Amazon’s tiny screen Kindle Fire fizzles – June 4, 2012
Why have Amazon’s tiny screen Kindle Fire shipments dropped off a cliff? – May 9, 2012
Amazon’s Kindle Fire shipments fizzle to anemic 4% market share – May 4, 2012
Apple cements tablet market dominance with new iPad – March 16, 2012
iSuppli estimates Amazon shipped 3.9 million tiny screen Kindle Fire units in Q411 – February 18, 2012
Why Amazon’s tiny screen Kindle Fire can’t pierce Apple’s iPad sales – February 6, 2012
Amazon cuts tiny screen Kindle Fire orders in half, sources say – January 20, 2012
Tablet display shootout: Apple iPad ‘excellent,’ Amazon Kindle Fire ‘major flaws’ – December 20, 2011
If Amazon’s Kindle Fire is so hot, why is it still in stock? – December 19, 2011
‘Kindle Fire: The Missing Manual’ author to return Kindle Fire, keep his ‘years ahead’ Apple iPad 2 – December 15, 2011
Amazon touts Kindle e-reader sales with few details – December 15, 2011
Amazon’s tiny screen Kindle Fire’s big security problem – December 14, 2011
Lack of parental controls on Amazon’s tiny screen Kindle Fire lets kids charge up a storm – December 12, 2011
Disgruntled early adopters of Amazon’s tiny screen Kindle Fire have slew of complaints – December 12, 2011
Amazon’s tiny screen Kindle Fire estimated to play distant second fiddle to Apple’s market-dominating iPad – December 6, 2011
Usability expert Jakob Nielsen tests Amazon’s tiny screen Kindle Fire: ‘A disappointingly poor user experience’ – December 5, 2011
Instapaper creator reviews Amazon’s tiny screen Kindle Fire: Bad game player, bad app platform, bad web browser, bad video player and bad Kindle – November 18, 2011
PCWorld reviews Amazon’s tiny-screen Kindle Fire: Flawed, unimpressive, subpar; can’t hold a candle to iPad – November 16, 2011
Mossberg reviews Amazon’s tiny-screen Kindle Fire: Frustrating, clunky, much less capable and versatile than iPad – November 16, 2011
Apple iPad 2 vs. Amazon Kindle Fire: Bootup, browsing, and Netflix streaming (with video) – November 16, 2011
Wired reviews Amazon’s tiny-screen Kindle Fire: Web browsing sucks, emotionally draining, makes reading a chore – November 14, 2011
NY Times’ Pogue reviews Amazon’s tiny-screen Kindle Fire: Sluggish, ornery, unpolished – November 14, 2011
The Verge reviews Amazon’s tiny-screen Kindle Fire: Uninspired, confusing, incredibly unoriginal – November 14, 2011
Engadget reviews Amazon’s tiny-screen Kindle Fire: Sluggish, clunky, too limiting and restricted – November 14, 2011


  1. Google: Do Know Evil. Payback and Karma are twin bitches you’ll come to know very well.

    Now, how much did Bezos pay Poornima Gupta, Alexei Oreskovic, and/or Reuters to slip in that bit of bullshit?

  2. It is inappropriate to write the Kindle Fire off as a flop at this stage. The tablet is not going anywhere; what was released last year was only Amazon testing the waters. They will improve the Fire, possibly increasing the screen to 8″ among other things. They will add to the lineup, most likely beginning with a 10″ model. The war has barely begun and Amazon has no designs on retreating anytime soon.

      1. It could only be classified as a flop if Amazon announced that they were ending development. It is a work in progress, a project that is meant to grow and evolve just like any other major product with long term goals in mind. For you to call it a flop now based on its performance while in its infancy is terribly shortsighted. The Kindle Fire is not going away no matter how much you wish it so. Instead it will pose an even greater threat to the iPad fairly soon.

        1. They might be sold at the same time, perhaps…to those who only consider the sticker price (much like those who buy beige boxes because they “cost less than Apple”). But pose a threat? Ain’t happnin’.

        2. The Fire is a device front end to the Amazon store, not an adaptable, general purpose mobile device like iPad. They occupy two different markets which overlap only somewhat. But you’re right in that Amazon will surely continue to develop the product, and who knows—it could evolve into a direct competitor some day.

          1. The Zune could be declared a flop prior to the end of development because it spent years in listlessness and showed no signs of life from the gate. The Kindle Fire has not even been on the market for a full year. Not only that but it does have life: it has quickly become the #2 tablet on the market behind the iPad and unlike the Zune it brings additional revenue to its company in the form of services which will further drive development. We also know that Amazon has newer models in the pipeline to be released any day now, and Amazon has demonstrated with the Kindle eReader that they can be quite persistent when it comes to improving hardware. There is no comparison until the Fire spends a couple years futilely swinging at the iPad with nothing to show for it. Until then it’s premature to write it off.

        3. R2, the Fire is only comparable in any way if it’s jail broken and a fully-functioning OS installed, something 90+% of owners will never, ever contemplate doing.

    1. R2..
      “It is inappropriate to write the Kindle Fire off as a flop at this stage.”

      So Sayth the ZUNE… …. zune..? zune? you out there some where????

      Just a thought.

    1. No actually they weren’t. The first real made for America Toyota (made with left hand drive specifically for the US) was the Corona (in the mid 60’s) and it sold very well.

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