Apple's Maps Effort

Reverse Engineering a success story could sometimes go horribly wrong. Apple's latest Maps debacle could fall squarely in that bucket. While it is all too great to imagine owning up all the location goldmine, the path to that is not all rosy, as Apple painfully realized, albeit a little late.

If the reports on Apple's fallout with Google are true, voice navigation is the crux of the issue. While Apple rightly got the importance of voice navigation right, the move to do away with Google Maps (with a substantial amount of time remaining on the contract) might be an exercise in revere engineering success, gone wrong. We wonder, the right reaction would have been to go with a Siri add-on on top of Google Maps and use the one year to build out Apple maps right.