> They were in a tough spot, hating Google with every breath I think it's more likely they hated the thought of an ad-heavy maps app that shuttled enormous vol

> They were in a tough spot, hating Google with every breath I think it's more likely they hated the thought of an ad-heavy maps app that shuttled enormous volumes of their customer data to another party. Apple is an enormous company with significant value tied up in the success of their flagship product, the iPhone. "Hate" – or whatever emotions you're suggesting here – might occupy the minds of leadership, but they're going to make decisions based on what's best for the company. Clearly they thought an ad-heavy maps app was not best.