Google Maps comes back triumphant to iPhone. Bing Maps has lost the golden opportunity.

Back in 2007 with introduction of iPhone Apple decided that Google Maps would provide integrated mapping experience on iOS. Since then relationship between two companies has soured and Apple also realized the importance of controlling value proposition related to mapping and location.

Apple fumbled introduction of their own integrated mapping software by providing poor quality images in some areas of the maps when iPhone 5 was introduced in September 2012. The extent of the problem was probably overblown in media and Apple image has suffered.

It was only a matter of time when Google Maps would come back to iOS as a downloadable app and that moment was 12/12/12. The same date Microsoft Bing Maps uphill climb became steeper. Bing has lost golden opportunity to quickly become main alternative to maps from Apple while Google Maps were in non-existence for two+ months on iOS6. During that period iOS users would be more inclined to try Bing Maps and the product would draw more attention from the media provided Bing’s appropriate marketing/PR campaign. Alas, instead of discussion in media and blogs about Bing everyone was waiting for Google Maps to come back. Tim Cook helped Microsoft when suggested users ‘download Bing’ app. However Bing app has maps as one of the features and not focused specifically at map user experience. Bing also has Bing Get Methere app which has horrible rating and only a few downloads.

The golden opportunity for ugly duckling to become a swan much quicker is lost, when prima ballerina could not be on stage, her backup remained behind the curtain.