This billion-dollar cake, apples want to swallow it alone.

Do you usually use iOS pre-installed Apple Maps for iPhone users? Domestically, Apple Maps’ data provider is AutoNavi, which shows 6% of usage in mainland China. But in markets such as the U.S., Apple has begun to use its own data instead of third-party sources. Tiny maps also carry Apple’s ambitions to expand service revenue.

But the future is not all in Apple’s own hands.

Maps, miniatures of services

According to The Verge, Apple’s recruitment page recently launched a new position with the title “Product Manager -Map Writer/Editor”, but it was soon released.

The job in Culver City, California, one of Apple’s new locations, is to help Apple Maps build and develop a new content team and strategic external partners.

The person in this position will be responsible for creating content to help people explore the local community or the places they want to visit. “Apple is looking for people who can build exciting and engaging community content to help map users explore the world, whether locally or on a great trip,” says JD Recruiter. “Content categories include shopping, food, travel, and so on.

This billion-dollar cake, apples want to swallow it alone.

Apple Maps also has some location-related information, but relies entirely on third-party vendors such as Yelp and Wikipedia, and Apple wants to build its own content, move away from relying on suppliers, while expanding its service portal and perfecting Apple Maps’ experience.

Apple wants to build a community? Do TriPadvisor’s work? In fact, this logic is very natural, maps as a necessary tool for travel, it is easy to participate in tourism, shopping, food and other links, to provide the necessary services, from which to make a profit.

Apple Maps was first unveiled at WWDC in 2012, and the service’s experience was disaster-level, incomplete, inaccurate, navigational bias… The American drama “Silicon Valley” has also teased:

This billion-dollar cake, apples want to swallow it alone.

In the years that followed, Apple continued to refine its map experience, and in late June 2018, Apple announced that it would completely re-engineer its map app over the next year, gradually using its own map data and data that users choose to share, rather than continuing to rely on data like TomTom’ Such third-party providers (and AutoNavi, of course, Apple’s provider of Apple Maps in mainland China), promise to show more accurate lyms about traffic, real-time road conditions, road systems, new buildings, sidewalk changes, and more in the future.

In June 2019, Apple is also adding a Street View-style feature that lets you click on a location on the map and look around at 360-degree photos to see what’s really going on at the location.

Recently, Apple has also added new features in the U.S. where users can view and share the departure times of public transportation, estimated arrival times, car status, indoor maps, and more.

Map is one of the necessary applications in the daily life of users, and today, the map is no longer limited to the basic functions of positioning and navigation, the map connects the various processes of food and clothing. Apple Maps, the most popular map app for iOS users, faces stiff competition from a more mature, feature-rich Google Maps app, the world’s most-used map app.

Since its inception, Google Maps has more than 1 billion monthly users worldwide, mapped more than 220 countries, and provided information, ratings and reviews to more than 150 million businesses and locations worldwide, making the service an important advertising platform for Google.

In 2018, Google added a new ad called Local Campaign for Maps, where merchants can run local-specific ads, and users receive pushes during navigation, such as merchant promotions, new product information, and even direct phone reservations, purchase portals, You can also navigate directly to a business, or, for example, if you search for an item on Google, Google Maps can show the business ess selling the item near you, and so on.

Because Google Maps tracks users’ locations, movement spathies, and more, it can push more accurate ads, business Insider reports, and Kim Spalding, global product director for Google Ads, says that since Google Maps launched 15 years ago, people have been “on-premises” the search interest in cal) and nearby has increased 350-fold.

Google Maps ad revenue will reach $4.86 billion by 2020 and $11 billion by 2023, thanks to new travel products and augmented reality (AR) features, according to a report by Morgan Stanley analysts.

Coincidentally, AR is the technology Apple has been betting on in the past, and tourism is clearly interested.

Of course, it’s a hard job, and Google Maps is still powerful.

Google Maps has a first-mover advantage, not only more and more complete content, but also, crucially, accumulating more user “punch reviews” for each area, which is critical to the atmosphere and reference of the community.

At Universal Studios Los Angeles, for example, Google Maps (left) has accumulated more than 100,000 reviews, while Apple Maps (right) has more than 4,000 reviews from Yelp.

This billion-dollar cake, apples want to swallow it alone.

Since last year, Apple has stepped up its “service” investment in improving first-party applications, which are also an important part of it, and while it may not be too late, it must not be lost.

Forced to open?

But at the same time, Apple’s default app’s “status” is being tested.

Apple is considering allowing users to choose third-party web browsers and mail apps as the default apps for Apple hardware, replacing Safari and its own mail apps, Bloomberg reported. On iPhone, clicking on the connection address will automatically jump to Safari, and clicking on the email address will automatically jump to Apple’s own email app.

Since the introduction of the App Store in 2008, Apple has not allowed users to replace pre-installed apps with third-party services, which lawmakers say is detrimental to fair competition and is being investigated by authorities for potential antitrust violations in the technology industry.

Apple Music is also on Apple’s mind, and Apple’s own smart speaker, the HomePod, can only be played through Apple Music, which censors see as an apparent crackdown on other rivals such as Spotify.

At a hearing last year by the U.S. House of Representatives antitrust panel, Apple was challenged by a ban on users setting third-party apps as default, including web browsers, maps, emails and music.

IPhone sales are slowing, “services” are becoming increasingly important in Apple’s revenue, and Apple is beginning to refine the experience and capabilities of first-party apps, building its own content ecosystem, and putting control behind the phone, apparently not what Apple wants to see.

Because, as in the above map story, the first-party application under Apple’s eco-“sanctuary” is out of pre-installed, with strong competitors in the market.

2020 Due to the outbreak, supply chain production was blocked, and even affected Apple’s after-sales, in this situation, the importance of the service is more prominent, Apple will certainly increase investment. 9to5mac reported that Apple has updated its App Store review guidelines, and now, as long as the user authorizes the app on the iOS system, it can push notifications that contain ad content (which can be turned off, of course), which helps the app generate revenue and, in turn, increase Apple’s pull-out.

Hardware is the root, service is the flower sprig, this year, Apple’s more important task is to make the flowers more bright, more vitality. Build more new projects, improve the experience of existing apps, and open up more paid portals, and Apple uses a variety of methods.

Censorship can be an uncertain factor, but what Apple needs to do is first improve its experience, even if there is no longer a default position in the future, to start competing with taiwan, but also to let users have a reason to choose the first party application.