 Apple’s iPhone5 and iOS6: What Does it Mean for Local?
Michael Boland, 10/18/2012
EXECUTIVE SUMMARY:
The past few weeks have been filled with media attention to the iPhone5, and Apple’s iOS6 platform that will run the device. The spotlight has focused primarily on the shortcomings of Apple’s Maps product that replaces Google Maps’ default position on iOS devices. While perhaps a bit overblown, the Maps controversy and its aftermath will impact the world of mobile local search because mobile mapping is a growing entry point to search-influenced local buying behavior. In addition to Maps, Apple’s Passbook app is new to iOS6 and will likewise have strong implications for mobile local media. This report explores the potential impact of both products.
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