The importance of mapping software was taken for decided for many years until Apple rapidly snatch the rug from under millions of its users by replacing the attempt and trusted Google Maps service for its own, with somewhat devastating results.
At the time there was an enormous uproar from customers and chief executive Tim Cook was required into a public apology, even suggest users download rivals' services. However, he assures the firm would come well with its produce.
It may well do, but it has a long way to go if Google's latest Street View update on Thursday is something to go by. The company is busy implementation its second lap of the world with its cars, adding up new locations such as Mother Russia and revise UK cities so we can see which adverts have been distorted on billboards over the last few years.
Clearly, Google has a enormous headstart in this cartographical fight and is not going to rest on its success waiting for rivals like Apple to, or Microsoft which is also setting about mapping the world's main road and byways, to catch up.
Google is also going off road with way that can be only be entrance on foot in the wilderness, or into renowned buildings such as museums and its possess offices.