Many believe it was a wrong move.
The bottleneck in negotiations appears to be in Google’s demand for more information from Apple about users of Google Maps on the iPhone. The negotiations halted and Apple went on developing what many called “a dead-end project”: Apple Maps.
However, over the years, Apple Maps has improved to be on par with alternatives and even offers some features that are unavailable to third-party apps. Being the default option, being fully integrated into Siri, and having ability to see directions on the lock screen make it easy to catch new iOS users and even Google Maps loyalists. A year after Apple released Maps, in spite of their problems, more than 23 million users had switched to Apple Maps from Google Maps. Currently, around three out of four iOS users use Apple Maps over Google Maps:
Apple Maps gains 37% market share within first year
On top of that, Google continues to pay Apple over US$1 billion a year to maintain their status as the default search engine. And in spite of Android’s dominating market share, iOS users are vastly more valuable than Android users when it comes to ad revenue, with a single iOS user being anywhere from 4–8 times more valuable than an Android user. As a result, Google has been more willing to work with Apple to their mutual benefit and they are certainly willing to pull in the billions of dollars in ad revenue from iOS ($8.85 billion and 75% of mobile ad revenue for 2015 came from iOS.
So… who’s winning?