Bloomberg: Jobs Started Apple’s Mapping Initiative, Contemplated Replacing Google Search

In a recent profile of Apple, Bloomberg has revealed a few interesting tidbits regarding the late Apple CEO’s involvement in iOS 6′s maps. Simply put, Jobs wanted to replace Google’s product with something else, and decided that Apple could sufficiently tackle the problem. All of this was due to his mistrust and dislike of Google over their Android OS:

Apple insiders say Jobs himself initiated the mapping project, putting mobile software chief Forstall in charge, and he installed a secret team on the third floor of Building 2 on Apple’s campus to replace Google Maps on the iPhone. At the time of his death, Jobs had come to loathe Google, which he felt was copying features of the iPhone while withholding a key feature of Google Maps that allows smartphones to dictate turn-by-turn directions aloud.

It’s hard to call iOS 6′s maps a resounding success, though it’s also hard to call it an absolute failure in many cases. While it has garnered fairly severe criticism from various media outlets over issues regarding data.

However, Jobs wasn’t just interested in replacing Maps: he was also contemplating replacing Google’s search services in Safari, Spotlight, and (eventually) Siri with another service.

Jobs also discussed pulling Google search from the iPhone, but figured that customers would reject that move, according to two former Apple executives.

It seems that talks began between Apple and Microsoft to replace Google, though they obviously ultimately failed. It seems that Apple decided that consumers still prefer Google, or at least Google’s brand, to that of its competitors.


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