It appears that back in July, Apple [AAPL] quietly purchased Placebook, a mapping service. Although Apple didn’t reveal what it’s future plans are with this new company, there has been some speculation that Apple is looking to introduce it’s own maps which would most likely compete with Google Maps.
There has been a lot of positive feedback regarding Placebook such as it’s easy customization and the ability to layer data sets. With Placebook’s founder and former CEO Jaron Waldman now working on the Apple GEO team, it does seem that something is in the works. It will certainly be interesting to see if the iPhone will use an in house Apple mapping solution.
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