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.

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“A disaster waiting to happen”: Can you trust the government to digitise your personal data?

Privacy and security experts warn against the lesser-scrutinised Part 5 of the Digital Economy Bill, claiming bulk data sharing could be vulnerable to hacks.

Last week, the government’s Digital Economy Bill hit the news because of a proposed ban on pornographic websites that didn’t comply with its planned age verification rules. The news was just the right amount of shocking and yes, sexy, to grab the nation’s attention, but in the meantime other parts of the Bill remained unscrutinised. A distinctly un-sexy aspect of the Bill – Part 5, “Digital Government” – aims to completely revolutionise the way your personal data is shared.

In essence, Part 5 allows the government to digitise your data and bulk-share it without informing you or asking for your permission. This data includes your birth, death, and marriage certificates, as well as information on your taxes, court appearances, benefits, student loans, and even parking tickets. If the Bill passes, your information will be shared with local councils, charities, and even businesses – initially, gas and electricity companies.

Today, the Bill will undergo its third reading in the House of Commons. Last Friday, 26 privacy experts wrote to the Daily Telegraph to call for Part 5 to be removed from the Bill due to the lack of technical and legal safeguards in place.

“It's horrid and it's complex and it's going to impact all of us,” says Renate Samson, the chief executive of Big Brother Watch, an organisation that scrutinises the government to protect individual privacy. Big Brother Watch was invited by the government to work on the Bill as part of the government’s Open Policy Making, but Samson feels it was ignored when discussing the need for strong safeguards in the Bill. “Holding civil registration documents in bulk and sharing them in bulk is without a doubt a data disaster waiting to happen.”

Samson and her team worry that the Bill does not do enough to protect our personal data. “They tell a little story in one of their documents about mothers being able to click and access their baby’s birth certificate instead of having to go and get a copy, which sounds brilliant except they haven’t defined how they’ll know the mother is who she says she is, and how she will know who she can trust on the other end,” she says. “In a perfect, idyllic utopia, it works, but it doesn’t take hacking into consideration.”

According to the National Audit Office, in 2014-15, there were 9,000 data breaches across government departments. The subsequent inquiries revealed that many officials did not know how to report a breach and there was not enough guidance for the authorities involved. “The government is already failing to look after our data,” says Samson. “Fundamentally [Part 5] will lead to data breaches. People’s data will get lost and we won't ever know how or why.”

Though the government denies it, there are additional fears that this digitisation of data is the beginning of an ID database, a policy that was scrapped in 2011. At the time, then-Home Office minister Damian Green said that ending the proposed National Identity Register demonstrated “the government’s commitment to scale back the power of the state and restore civil liberties”.

Whether or not a register is created, however, Samson and other privacy experts, as well as the British Medical Association, take issue with the fundamental justifications for bulk data sharing. “The reason that they've given for wanting to do all this is ‘wellbeing’, which is crap, frankly,” she says. “In the summer, the Scottish Parliament dropped the Named Person Scheme because the supreme court found that ‘wellbeing’ is simply not a strong enough reason to share people’s personal information. Of course they’re trying to do something great but they’re going about it in a really cack-handed fashion.”

One example of this is that the government intends to share your personal information with the Troubled Families programme to identify people who may be at risk. Although this is ostensibly positive, this information will also be used to determine anti-social behaviour. “On the one hand, they’re saying that they’ll make sure that families who need help will get it, but on the other, if it transpires that you’re noisy or you’re difficult on your estate, they will now share that data so you can have an Asbo.”

Fundamentally, then, although the aims of the Bill seem admirable, there are simply not enough safeguards and rules in place currently for it to safely become law. While this partially might be a simple error on the government’s part, Samson argues that the language of the Bill is “as open and broad and woolly as you can possibly imagine”, causing concern about how it might actually be used in practice. In theory, hundreds or thousands of businesses and authorities could have access to your data without your consent.

“No one is opposing the idea of data sharing,” says Samson, “But a) tell us why, b) keep us informed if you’re using our data, and c) let us control our data. That’s the only way this is all going to move forward.”

Amelia Tait is a technology and digital culture writer at the New Statesman.