15 July 2010 | Author: D. Warburton Search Copywriter

Apple acquires mapping expertise to take on Google?

Apple may be developing its own mapping, navigation and geological software to rival Google Maps and Google Earth, with the company's acquisition of Canadian start-up Poly9.

This purchase of the Canadian mapping specialist - whose services are more comparable to Google Earth than they are Google Maps - follows Apple's acquisition of Placebase earlier in the year, putting geolocation services similar to Google's within Apple's range of in-house expertise.

PCR reports that Apple currently relies on Google Maps as the default mapping application on the tech giant's range of devices - most notably the iPhone - and these acquisitions could release it from this dependence on its rival.

Not only will the development of its own branded map software allow Apple to deliver more customised location-based apps to users of the iPhone and iPad on the move, but the company would also have the freedom to directly control advertising content delivered through the software - particularly beneficial if the company succeeds in forcing Google's AdMob out of the iPhone platform.

If Apple is aiming to release an alternative to Google Maps, this would represent the latest development in the clash of the tech titans. However, at a recent event, CEO Steve Jobs said the rivalry is more one-sided than that.

"[Google] decided to compete with us. We didn't go into the search business!" Jobs said, pointing out that Apple's acquisition of Siri did not represent a threat to Google's search empire, because "they're not a search company - they're an AI company."

Poly9's workforce has reportedly already relocated to Apple's headquarters in Cupertino, California, according to Cyberpress.ca.