The Wall Street Journal has a story today talking about the strained relationship between Apple and Google. Most of the story is a rehash of events that have taken place over the last couple years. The context of the story is to talk about the future effects of a Google free experience on Apple devices. It's perhaps the worst kept secret in the world that Apple will be introducing their own Maps app for iOS 6, so this little blurb made me think about the future possibilities.
Apple's goal is to develop a "holistic" technology that integrates maps with other Apple software, says a person briefed on the strategy. For instance, if Apple's iCalendar program knows that a person has a meeting across town soon, and traffic is backing up, it might alert the person about road conditions.
Even though it seems like we're reaching a mature market in the smartphone space, we're actually still in the toddler phase. The future will be full of ideas that will make us think new features were always inevitable.