APPLE MAPS: A NEW DIRECTION WITH CROWD COLLABORATION

A NEW DIRECTION WITH CROWN COLLABORATION

Apple is taking a leaf out of Waze’s book with its IOS 14.5 update, bringing a plethora of new features to its Maps software including accident reporting, speed checks, and hazards. They’re the latest changes to the mapping tool, designed to create a more convenient and valuable tool that will change the way people get from A to B - and ultimately ditch rival apps.

APPLE’S RIDING THE WAZE

When Apple announced it was to transition from Google Maps to its own custom mapping tool back in 2012, consumers were excited.

Not only did it mean that Google would have a new rival, but it would allow Apple to introduce new features exclusive to the IOS ecosystem and create a more streamlined and integrated product. What followed, however, fell short, and

Apple was forced to apologize publicly for the rollout of its less-than-stellar map app. “We are doing everything we can to make Maps better,” Tim Cook wrote on the Apple website at the time, in one of the most humiliating moments for the Cupertino company. The truth is that Apple Maps has taken some wrong turns over the years, and rivals have developed more fully-formed solutions that work around the world. However, that’s not to say Apple hasn’t tried or hasn’t made improvements. In 2019,

the company revealed it had spent “billions of dollars” on Maps, and the results are there. Whilst Google Maps and Waze have larger user bases than Apple Maps, the software has come on leaps and bounds and is now a genuine competitor to the two. Add in the fact that Apple Maps is the default mapping app on IOS, and the service now reaches millions of users

every single day, offering directions and other location information.

Waze, which was acquired by Google back in 2013 but has remained a separate entity, offers a different approach to mainstream mapping apps like Google Maps and Bing Maps, describing itself as a community-driven GPS navigation app. Unlike other mapping apps, it depends on user-submitted travel times and data on things such as accidents, speed checks, hazards, and more to offer information about a route in real-time. Naturally, the more people who use it, the more accurate it’ll become. Back in 2019, it was revealed that more than 130 million Americans use Waze as their default mapping app, and it has grown in popularity in recent years thanks to smart car integrations and a bunch of new features.

Keen to catch up to rivals like Waze, Apple is planning to introduce some of the app’s most popular features into its upcoming IOS 14.5 release. Now, when users type in a location into Apple Maps and set a route, Siri will now allow users to now report accidents or hazards that are seen along the way, creating a crowdsourced mapping experience. When users swipe up on the Apple Maps interface, they will be able to press a new Report button to flag an accident, hazard, or speed check, and tapping the button will automatically flag a user’s location with no confirmation window, offering speed and convenience, though users might be cautious of using it if they’re worried about privacy. It will also be possible to flag accidents to Siri using your voice - just say “Hey Siri, there’s an accident” and Siri will send in a report to Apple Maps. The idea is that, if enough users report

the same accident, it’ll then appear on Apple Maps through its crowdsourcing tool. It’s likely that this new model will only be available in the United States on the launch, though Apple could introduce the feature in other key markets as the software develops further. As first reported on Macrumors, the new features also integrate with Apple Carplay.

EXPANDING UPON IOS 14 FEATURES

Apple has made an effort to update its mapping software every year since its launch, and in 2020, made some significant changes as part of the

IOS 14 release. Perhaps one of the most exciting was the introduction of cycling directions, which takes into account bike lanes, bike paths, and bike-friendly roads to help cyclists navigate towns and cities. The tool also comes with an elevation preview, so you know how difficult the journey will be, and you can determine how busy the streets will be in regards to vehicle traffic for a more relaxing ride. Apple also added a toggle so you can avoid steep inclines and stairs so that you don’t have to carry your bike. Cycling was also added to Apple Watch as part of the watchos 7 updates, but it’s important to note that directions are only available in major cities such as New York, Los Angeles, San Francisco, Beijing, and Shanghai right now - more are expected to be added through 2021. For those with an electric vehicle, Apple introduced some EV flags as part of IOS 14, too, automatically adding charging stops along your route when you plan out a trip. The app will also calculate the time it’ll take to charge your vehicle and determine an estimated time of arrival, plus the Maps app will track the current

charge on your vehicle and your charger type to provide customized routes. In order to access this feature, you’ll need a BMW or Ford EV and sync your car to your iphone, and more manufacturers will support it soon.

Another exciting Apple Maps feature introduced in IOS 14 was Guides, which were curated from a range of trusted brands. It’s also possible to create your own guides on the best places to visit in a city, and curated guides offer suggestions on places to eat, shop, and explore. At launch, Guides were available from brands such as The Washington Post, Alltrails, and Lonely Planet, and it’s likely that new partners will come into the fold in the years ahead. In 2019, Apple started rolling out a refreshed Maps design with more detail for elements like roads, buildings, parks, beaches, marinas, forests, and more and the company has added locations as part of the IOS 14 update. Canada, Ireland, and the United Kingdom received refreshed maps designs, bringing the service in line with the maps experience offered to users in the United States since 2019.

Other new changes introduced include speed cameras and red-light camera alerts, a refine location setting which can offer highly accurate location readings to better orient yourself, and support for Congestion Zones in cities such as London and Paris, supporting toll roads and routing around them if you prefer. In some cities where traffic is limited by your license plate, Apple Maps supports license plate info so you can know whether you’re able to use them - a highly convenient feature for modern drivers on metropolitan roads.

MAPPING OUT THE FUTURE

Apple has made great strides with Apple Maps in 2020 and now with new features as part of the IOS 14.5 update, it’s signaling the next generation of mapping on the iphone, ipad, and Mac. And by depending on its users to alert Apple Maps to potential traffic problems, the app will become even more convenient and useful, creating a genuine rival to Waze. In the years ahead, as Apple continues to add features that streamline navigation and time management, consumers should come flocking to Apple Maps and help it grow its market share. And it will need Apple Maps to be a success - with the company reportedly readying the launch of its very own electric vehicle in the next five years, Apple Maps will soon become a core product.

Investing in Maps is about much more than public relations and offering users an alternative to products from Google and Microsoft - it’s about adding another revenue stream to the company’s growing services divisions. Google Maps will reportedly be worth $11 billion in the next couple of years, thanks to advertising on the maps platform and the rise of things such as Promoted Pins, as well as selling the API to third-party developers and companies. Though Apple is unlikely to offer advertising inside of the Apple Maps platform, at least in the shortterm, the company is at a unique advantage in that consumers are increasingly turning away from Google, looking for more privacy-focused solutions, and so a huge Apple Maps push would not be unreasonable. Add in the fact that Apple is reportedly planning to launch its own search engine and it’s clear that recent

innovations in the Maps space are about rivaling the search giant.

Wherever you stand on Maps, Apple’s investment into new features can only be a good thing for consumers. Utilize the new technologies, become part of the crowdsourcing efforts, and let’s create an unbeatable maps product that changes the way we move around forever.