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A job advertisement suggests that Apple may be a step closer from cutting its ties with Google for iPhone maps. Since the two companies switched from being close allies to arch-enemies, Apple has been expected to move to control its own destiny in a key mobile applicaition. The job posting is asking for an iOS maps application developer, based at the Cupertino headquarters, who would help "radically improve how people interact with maps and location based services".

Although iOS is still a major platform for Google's apps and web services, the iPhone and iPad have a rather sub-standard variant on Google Maps, which lacks many features of the newer Android versions. For instance, iOS Maps does not support turn-by-turn directions, 3D or offline maps, or information about places.

With Microsoft gaining access to one of Nokia's crown jewels, the strong mapping platform Navteq, via their recent alliance, Apple may need to move quickly to avoid falling behind in a key area of mobile usage. It has taken some steps to enhance its internal capabilities before, notably acquiring mapping data service provider PlaceBase in 2009, and another mapping firm, Poly9, last year. Last year it began using it own databases instead of Google's and Skyhook Wireless', and now the appointment of a new developer may signal a new platform is close by, perhaps to be unveiled with the iOS 5 preview next month.

To differentiate from Google and Navteq, Apple will need to offer some distinctive features that will compensate for the lack of Google star turns like Street View. Increased social networking and 'hyperlocal' features may be the strategy, especially in light of the PlaceBase purchase. That firm produced a maps API called Pushpin and a mapping service, and the acquisition led to rumors of a 'hyperlocal iPhone'. PlaceBase adds layers of public and private data (such as home sales or consumer purchases) to existing maps with an easy-to-use API.

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