Seen from the outside, the “downgrade” from Google Maps to Apple’s own maps might seem like a dumb move. But it’s, in fact, evidence of Apple’s long-term bet on

Seen from the outside, the “downgrade” from Google Maps to Apple’s own maps might seem like a dumb move. But it’s, in fact, evidence of Apple’s long-term bet on service platforms as strategic control points. In order to secure its own long-term prosperous future, Apple chose to risk alienating users with some imperfect maps in iOS 6, a decision it has publically acknowledged with an apology from CEO Tim Cook. Getting your users lost so you can find/secure some future market dominance is strategy tax pure and simple. Nothing about it is good for anyone except the largest corporation on earth who is simultaneously trying to reduce competition in the smart phone market by suing their most successful competitors for billions over look and feel. The proper question is why or when did Apple decide that its long term corporate strategy was more important than delivering finished or remotely complete products. When did they start shipping iStrategyTax instead?