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Insiders Detail Steve Jobs' Role in Apple's Mapping Effort, Desire to Replace Google as iOS Search Engine

Bloomberg Businessweek's profile of Apple one year after the death of Steve Jobs includes an interesting glimpse of Steve Jobs' role in Apple's mapping effort, a project that has been a number of years in the making but which only now has made its way into the public's hands. Unsurprisingly, the report notes that Apple's mapping effort was Jobs' idea, stemming from his concern over Google's presence on iOS devices.
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.
Beyond mapping, Jobs was reportedly also considering removing Google as the default search engine on iOS, but did not think it would be feasible.
Jobs also discussed pulling Google search from the iPhone, but figured that customers would reject that move, according to two former Apple executives.
The claim is in line with a January 2010 report from Businessweek claiming that Apple was in discussions with Microsoft to make the switch to Bing as the default search engine for iOS. Apple currently offers users the choice of Google, Yahoo!, or Bing as their Safari search engine in iOS, with the company having also added Baidu in China with iOS 6, but Google's role as the default search engine helps it hold by far the largest share of iOS search traffic.

Top Rated Comments

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29 months ago
Long-term, it will prove to be the right competitive move. With a 100 million iOS devices and growing, it is not a wise competitive move to continually generate add dollars and traffic to your rival. Much less have a major feature like turn-by-turn denied. Apple had to ween themselves from Google eventually.

They will get the App refined quickly. I don't miss Google's presence at all.
Rating: 32 Votes
29 months ago
Steve is not always correct.
Rating: 30 Votes
29 months ago
Since when did Steve care what customers thought?
Rating: 25 Votes
29 months ago
So much for the "Steve would've never allowed this" crowd :rolleyes:
Rating: 21 Votes
29 months ago
Just remove "Mac" from the site name already and get it over with. The domain, iOSrumors can be had for $39.95. Better grab it! :eek:
Rating: 19 Votes
29 months ago
Well - at least he was right about not pulling Google search.
Rating: 16 Votes
29 months ago
That would have been .... suicidal.

That said I switched to Bing and like it more.
Rating: 11 Votes
29 months ago
Two days ago my wife's iPhone randomly switched search engines from Google to Yahoo! search.

Steve? Is that you?
Rating: 11 Votes
29 months ago

Bing search would be the only alternative. I wouldn't have a problem with it but many would.


Its mostly people who just want to find an excuse to bitch and moan.

Bitch and moan over no integrated turn by turn directions.
Apple does what it needs to do to bring turn by turn to the iPhone and then people bitch and moan.

Generally Bing gives GREAT search results and Google has done a good job of "integrating" Bing features.

Apple should just go out and buy Yahoo and end this.
Rating: 10 Votes
29 months ago
So par as normal Job's ego was a problem. He was very give me everything I want and not wanting to pay for it or play ball.

It is pretty clear Apple Maps sucks because of Jobs not due to the lack of Jobs.
Rating: 9 Votes

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