Why Apple had to change its maps

They may not be great, but they were inevitable.

It's been just under a week since Apple released iOS 6 for download, which contained an uncharacteristically unpolished new version of the built-in Maps app. So why did they do it?

They needed to switch provider

Prior to iOS 6, the information in the Maps app had been provided by Google. It's hard to remember now, but way back in 2007, Apple and Google were best of friends. Google's CEO Eric Schmidt sat on the Apple board of directors, and the two companies operated in completely different spheres. As a result, it made sense to ship the original iPhone with a ton of Google's products built-in.

As well as Maps, there was the YouTube app; Google was the default and only search engine in Safari; and it was the only email provider which was built-in to Mail. Gradually, as the two companies have come into conflict, largely from Google's attempt to enter the mobile sphere with their Android OS, Apple has dialled down these commitments, and iOS 6 is the largest step away yet, with the removal of the YouTube app and the change to the Maps.

But it's not just the case that Apple doesn't want a competitor on their phones. Google played its part in forcing Apple's hand.

Even by 2011, the launch of iOS 5, it was clear that Apple's implementation of Google Maps was falling behind the cutting edge. On Android phones, Google had implemented two key features which it had declined to make available to Apple: turn-by-turn driving directions, and vector-based map tiles. The advantage of the former is self-evident, particularly in car-obsessed America. The latter, while more of a technical change, allows the maps to use significantly less bandwidth, as well as making zooming clearer and smoother.

Neither of these features were in the original contract, signed for the launch of the iPhone, nor, it seems, were they included in the renewed contract, which was signed around May 2011. If Apple wanted them, they had to renegotiate with Google – and the terms the search giant wanted probably weren't ones Apple would accede to lightly.

The Wall Street Journal reveals some of the demands of both sides (£):

Apple executives also wanted to include Google's turn-by-turn-navigation service in the iPhone—a feature popular with Android users because it lets people treat their phones as in-car GPS devices. Google wouldn't allow it, according to people on both sides. One of these people said Google viewed Apple's terms as unfair.

Google executives, meantime, also bristled at Apple's refusal to add features that would help Google. For instance, Google wanted to emphasize its brand name more prominently within the maps app. It also wanted Apple to enable its service designed to find friends nearby, dubbed Latitude, which Apple refrained from doing, said people on both sides.

The inclusion of Latitude is less of a "feature" than it may seem. Although the friend-finding service is moderately popular – Apple has launched its own version, called "Find My Friends" – it also exists as a handy way for Google to harvest location data.

Anyone who knows much about Apple knows that those terms are not the sort that the company usually accedes to. Its aesthetic is minimalist, and its protection of customer data is legendary – its refusal to give subscriber records to magazine publishers, for example, is the reason why the FT cancelled its iOS app in May this year.

And even if Apple had agreed to those terms, the trajectory they and Google are on would only delay the switch temporarily. Tying a key service to your most important competitor is not the makings of a good business. If Google demanded more prominent branding this time, who's to say they wouldn't demand the right to serve ads next time? Or require a Google login to use advanced features?

The real question isn't whether it made sense for Apple to switch providers, but whether switching was a move which made sense for the consumers, or just for Apple themselves. Have they, as Anil Dash put it, "put their own priorities for corporate strategy ahead of user experience"?

That's debatable. Certainly, the benefits of an incorrect map are minimal. But the downsides to the change are short term – nobody seriously expects the maps to stay this bad for very long at all – while the upsides are permanent. Users do benefit from having their privacy protected, and from having a Map app which uses the whole screen to display maps, rather than reserving one corner for a Google logo. And having control of the app back in Apple's hands presumably means that users won't see another six years with no new features, either.

They needed to switch provider now

But if Apple did need to switch from Google's data, why do it now, when their own data is so clearly incomplete? After all, Apple had over a year left on their contract – they could have spent at least that much time improving their service.

The question takes on further import when we find out that the reason why Google hasn't got its own replacement maps app ready to go is that they the timing of the announcement apparently took them by surprise – the New York Times reports that they were expecting Apple to wait until their contract ran out before replacing them.

They certainly knew, long before it was confirmed in June this year, that Apple was developing their own maps. The company started making acquisitions in July 2009, and has made more since then.

Owing to the way Apple ships software updates, the map switchover could only have come now.

The deal, according to John Gruber, expires in the first half of 2013 – crucially, long before iOS 7 is expected. And as he writes:

An all-new maps back-end is the sort of feature that Apple would only want to ship in a major new OS release. Technically, they could roll such a thing out in a 6.1 or 6.2 update, but major changes — and I think everybody can agree this has been a major change, for users and app developers alike — should be delivered only in major new OS updates.

If Apple wanted to replace Google – which they did, and which Google knew they did – they had to do it now, run the risk of having to rush a major release, or confuse users even further by putting a major software change into a "minor" release.

They needed to release first, improve second

And the thing is, holding the update back wouldn't have actually helped. The problem with the iOS 6 Maps isn't a lack of polish. On the contrary, the experience is actually already more "Apple-like" than the old Google-based maps were, thanks to significantly better-looking map tiles, a more minimalist UI, and the very well-designed turn-by-turn directions.

The problem is a lack of data. And that just isn't something you can get with a few hundred testers based in Cupertino. Yeah, you can tell looking at the maps that your favourite coffee shop is on the wrong side of the street – but until you tell them, Apple has no easy way of knowing that they've got it wrong.

The Atlantic highlighted earlier this month just how hard it is to build good maps, and it's a process of eternal refinement. You don't just release a perfect map. You iterate, iterate, iterate, and hopefully you eventually get a map which is correct before the world itself changes to make it obsolete again.

iOS 6 Maps. Photograph: http://theamazingios6maps.tumblr.com

Alex Hern is a technology reporter for the Guardian. He was formerly staff writer at the New Statesman. You should follow Alex on Twitter.

Photo: Getty
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We're asking the wrong questions about the Google “anti-diversity memo”

Which sex is better at what skills is less important than which skills we value in the first place. 

Yes, I feel sorry for the Google employee who has been fired for writing an "anti diversity manifesto" and circulating it within the company. (Guess what? It leaked.) Losing your job is painful, and doing it in public is even more so. But the conversation around this is heading in such an unproductive direction (do women suck at maths?) that I can't resist wading in.

I agree with the writer that these issues are hard to talk about, but that pushback comes from both directions. Look at the crap Mary Beard is wading through for trying to inject some facts into a discussion about the racial composition of Roman Britain. Nicholas Nassim Taleb keeps honking about "diversity genes" and refusing to listen to evidence that contradicts him. But in his mind, he's Mr Science - sorry, Professor Science - and she's Madam Arts-Subject.

This matters, because when it comes to diversity, there are fact-based positions on both sides. Yet there is a certain strand of Rational Internet Thinker (let's be honest, mostly men) who solemnly tells everyone that we Must Stick To The Facts while advancing deeply ideological stances, which only happen to look "natural" because they are so embedded in our culture. 

But back to the subject at hand. Here's the recap: the memo was headlined  "Google’s Ideological Echo Chamber" and its writer's firing will be taken as confirmation that his thesis was true. Ironically, this will be done by the same section of the right which usually has no problem with firing at will and normally thinks that HR should be a brutally Darwinian process. (Looked at from that perspective, of course Google would fire someone who brought such criticism on the company.) But now there are Principles involved. Probably Free Speech is under attack. Political Correctness may even have Gone Mad. Social Justice Warriors are on the march. Before it's all placards as far as the eye can see, instead I would like to look at what was actually said, and whether it's an argument with any merit. 

In essence, the memo argued that the gender imbalance of staff in tech companies like Google is primarily the result of biological, not cultural differences. ("They’re universal across human cultures," it argued. "They often have clear biological causes and links to prenatal testosterone".) There are differences in ability between the sexes, the writer said, and that's why most top programmers are men. Men like numbers, and the numbers like them right back.

The memo added:

Differences in distributions of traits between men and women may in part explain why we don’t have 50% representation of women in tech and leadership. Discrimination to reach equal representation is unfair, divisive, and bad for business.

The section about typically female traits is also interesting, because of a couple of points the writer picks out.

"Women, on average, have more...

- Openness directed towards feelings and aesthetics rather than ideas. Women generally also have a stronger interest in people rather than things, relative to men (also interpreted as empathizing vs. systemizing).

- These two differences in part explain why women relatively prefer jobs in social or artistic areas. More men may like coding because it requires systemizing and even within SWEs, comparatively more women work on front end, which deals with both people and aesthetics.

- Extraversion expressed as gregariousness rather than assertiveness. Also, higher agreeableness. This leads to women generally having a harder time negotiating salary, asking for raises, speaking up, and leading. Note that these are just average differences and there’s overlap between men and women, but this is seen solely as a women’s issue. This leads to exclusory programs like Stretch and swaths of men without support.

- Neuroticism (higher anxiety, lower stress tolerance).This may contribute to the higher levels of anxiety women report on Googlegeist and to the lower number of women in high stress jobs.  

Well, SOMEONE has been reading their Simon Baron Cohen. The first point is a distillation of Baron Cohen's argument about "male brains" being better at understanding systems, and "female brains" being better at feelings - which he extends to say that autistic traits might be an "extreme male brain". Unsurprisingly, there are other scientists in the field, such as Cordelia Fine and Rebecca Jordan-Young, who find a lot of the neuroscience of sex difference quite flaky.

I'm not a neuroscientist, but from a lay perspective, my take is that yes, there are some biological differences between the average male and female brain, but that these pale beside a) the way our brain architecture is shaped by stimuli (like years of being told you're rubbish at maths) and b) the overall effect of culture (eg companies which value presenteeism, or make it hard for women to return after having children, or cover up for senior men who are repeated sexual harassers etc etc). 

The "higher agreeableness" point was dealt with by Sheryl Sandberg in Lean In. Women aren't stupidly not asking for raises or being assertive in the office because they are delicate little flowers. One of the reasons they are more agreeable at work is because they face heavier penalties if they are not. As Sandberg formulates it: "Success and likeability are positively correlated for men and negatively for women. When a man is successful, he is liked by both men and women. When a woman is successful, people of both genders like her less.” Women are nicer because there are more negative consequences for them if they are not nice.

The last point about neuroticism is bleakly funny, because while women might report more anxiety, men commit suicide in far greater numbers. Which gender is really more susceptible to stress and anxiety? Women talking more about their mental health on "Googlegeist" is being held against them here, when possibly one of the reasons that more men kill themselves is because of the stigma of talking about their feelings.

Overall, the memo makes some compelling points, but it also chucks in a lot of stuff that "everyone knows" about sex differences, which isn't scientifically supported, and also some evolutionary psychology about "protecting females" which strays into the kind of rhetoric found on MRA sites. Its understanding of male and female work patterns can also be naive, for example:

"Yes, in a national aggregate, women have lower salaries than men for a variety of reasons. For the same work though, women get paid just as much as men. Considering women spend more money than men and that salary represents how much the employees sacrifices (e.g. more hours, stress, and danger), we really need to rethink our stereotypes around power."  

I mean, doesn't this just raise a huge number of questions?

How often do men and women do the same work, and for what reasons might they not? (Clue: women do far more unpaid care work and housework.) Are women spending that money on themselves, or are they running household budgets, which is an unpaid project-management task they are doing alongside any paid work? What an individual finds stressful is also entirely subjective.

The author chucks in a reference to "Marxist intellectuals" but doesn't seem to have read any of the vast and fascinating literature on unpaid care and its interaction with paid work. I'd recommend starting with The Second Shift or Wife Work. Angela Saini's Inferior is a good recent choice, too, on women's overlooked contributions to science.

When I talk about feminism with self-styled rationalist men, this dynamic comes up again and again. They will present my arguments as mere anecdote and emotion, which - sad shake of the head - is contradicted by the available evidence. When you point to peer-reviewed studies, or great ethnographies, supporting your point, which they haven't bothered to read, they steam on regardless. It makes the contest deeply unequal. Internet skeptic types talk about the need to engage with writers they don't agree with, and the importance of free and open debate, but often actually don't want to read the contrary view. 

 

***

If you want to read more about the discussion of the science of sex differences which has arisen as a result of this memo, then this piece by Slate Star Codex is interesting - it argues that interest in STEM subjects, not ability, might be the key difference between the sexes. It also completely misses the point. 

Here's a thought experiment. Say you were recruiting for a spoon-juggler. Your advert would probably mention "needs to juggle spoons". But, almost certainly, there would be other skills involved. Turning up to performances on time. Keeping your spoon inventory in check. Not turning up drunk. Not stealing forks from the fork-juggler. 

This is what the argument that women can't succeed in tech because they are innately bad at the skills needed to succeed in tech sounds like to me. We know that many of the early programmers were women, back when the job was considered to be largely secretarial. (Go watch Hidden Figures for more on this, and also because it's just a lovely film and I am so happy for Mahershala Ali and Taraji P. Henson.) We know that the fastest way to depress wages in a job is to feminise its workforce. It's not unreasonable to wonder if we've constructed the whole idea of "success in tech" in such a way that it makes men's success look natural and pre-ordained. Yes, you need to be able to code to be a coder. But there are other skills you need too. 

Yonatan Zunger, who recently left Google, makes this argument better than I could. And he seems to own a pair of testicles, so you know he's more rational and objective than me:

"Essentially, engineering is all about cooperation, collaboration, and empathy for both your colleagues and your customers. If someone told you that engineering was a field where you could get away with not dealing with people or feelings, then I’m very sorry to tell you that you have been lied to. Solitary work is something that only happens at the most junior levels, and even then it’s only possible because someone senior to you — most likely your manager — has been putting in long hours to build up the social structures in your group that let you focus on code.

All of these traits which the manifesto described as “female” are the core traits which make someone successful at engineering. Anyone can learn how to write code; hell, by the time someone reaches L7 or so, it’s expected that they have an essentially complete mastery of technique. The truly hard parts about this job are knowing which code to write, building the clear plan of what has to be done in order to achieve which goal, and building the consensus required to make that happen.

All of which is why the conclusions of this manifesto are precisely backwards. It’s true that women are socialised to be better at paying attention to people’s emotional needs and so on — this is something that makes them better engineers, not worse ones."

As I said on Twitter, this is a pattern we see again and again - a high status job is coded as "male", requiring "male" traits, to justify men's dominance of it. The same thing happens in politics: we are assured that politicians need to be "strong" and "decisive", when many of the most successful male politicians today have incredible people skills. Jeremy Corbyn makes time for everyone he meets, hugging them and posing for endless selfies. Sadiq Khan has that Queen Mum ability to remember your name and a key fact about you. What's the real difference between the Clintons? Bill demonstrated huge empathy and made people he was talking to feel special; Hillary didn't. But still, maybe men dominate politics because they are just more aggressive and ambitious. Yeah, OK. 

Tech suffers from a similar silent rewriting of core competencies to flatter its mostly male leaders.

We have all these conversations about how hard it is for Mark Zuckerberg to make the leap to being a frontman CEO because he's a maths guy, not a people guy. We treat this like he's doing an amazing project of personal growth. We don't go, "wow, they really lowered the bar for CEOs to let someone without some of the key skills have a go at it". Or, "his poor colleagues, having to make up for the stuff he's not naturally gifted at". 

There was a similar reaction when Sergey Brin and Larry Page brought in Eric Schmidt when it was time for Google to "grow up". We didn't say, "How embarrassing, they have to find someone to counteract their deficiencies." We said: "Smart move. Not every human can possess all skills, it's wise to have a range of experience and aptitudes at the top of your company."

So this, for me, is the most interesting takeaway from the Google memo. "Do women suck at maths" is a complicated question, and I'm not sure how far answering it will move the conversation forwards. "Have we structured society so that those competitions between the sexes that men can win are deemed to be the most important competitions?" is a better one.

Helen Lewis is deputy editor of the New Statesman. She has presented BBC Radio 4’s Week in Westminster and is a regular panellist on BBC1’s Sunday Politics.