It's no secret that Apple Maps (which replaced Google Maps in iOS 6) was less than popular. Upon release of the new mapping system there was a strong consumer backlash, with many demanding the return of Google Maps and others denouncing the new OS upgrade altogether.
Last Thursday consumer's request for their old mapping system was finally fulfilled, as a standalone version of the Google Maps application was made available for free to iPhone users in the iTunes App store.
Now a week after release of the Apple Maps alternative, researchers are starting to gain an understanding of just how detested the iOS 6 mapping system was. According to mobile ad exchange MoPub, it saw a 29 percent increase in unique iOS 6 users over the first five days that Google Maps was released. MoPub monitors over 1 billion ad impressions a day across more than 12,000 apps along with a dozen ad networks, making it a reliable measure of consumer practices.
The information provided by MoPub strongly suggests that a large portion of the iPhone consumer population forwent the new iOS simply because of the mapping application; MoPub's CEO certainly seems to agree as he explained to Tech Crunch, stating:
"we observed since the launch of Google Maps for iOS 6 a 30 percent increase in unique iOS 6 users, and we think it's related to Google Maps. It verifies the hypothesis that people were actually holding back to upgrade until Google Maps was available."
Not All Bad News for Apple
While this whole ordeal has undoubtedly been embarrassing for Apple, it may not all be bad news for the tech giant. With more people willing to upgrade to iOS 6 with the addition of Google Maps, more consumers are likely to purchase the iPhone 5 (which comes with iOS 6 pre-isntalled). Additionally more people on the OS, mean more users helping to improve the latest version of Seri, and widespread iOS 6 adoption reduces fragmentation for developers making it easier to provide products to iOS.
In the midst of the holiday season Google Maps has proved to be the perfect gift. Not only made has it made users happy, it's also helped out Apple along with its developers and advertises as well.
Sources: TechCrunch, MoPub
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