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# On the New iPhone and Mapgate
- URL: https://www.philsimon.com/on-the-new-iphone-and-mapgate/
- Published: 2012-10-02T14:17:28.000Z
- Updated: 2012-10-02T14:17:28.000Z
- Description: Understanding Apple's mistake in kicking Google off of its platform.
- Author: Phil Simon
- Tags: Platforms, Strategy, Apple, Frenemies, Google, iPhone, The Age of the Platform

![](https://i.imgur.com/srnKdUs.png)

By now, you've heard the grumbling from iPhone 5 and [Mapgate](https://allthingsd.com/20120930/apple-backs-away-from-earlier-map-claims-as-complaints-continue/?refcat=news&ref=philsimon.com). Apple overreached because of the Google threat—and credit Tim Cook for reversing course. Like EPEAT a few months ago, Apple has shown that it will admit mistakes.

Apple's feeling the heat in the smartphone world. It acquired [Placebase](https://9to5mac.com/2011/10/29/apple-acquired-mind-blowing-3d-mapping-company-c3-technologies-looking-to-take-ios-maps-to-the-next-level/?ref=philsimon.com), a "revolutionary" mapping company about a year ago.

> Even many iPhone users will have to live in a multi-platform world.

Let's not forget that Apple users cite maps as the devices 8th most important feature. So, was this a gaffe? No doubt, but it's fixable. The larger issue for folks is, of course, "Would Steve have done this?" That question will haunt Cook as long as he's CEO.

Like it or not, even many iPhone users will have to live in a multi-platform world.