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The gradual accumulation of services and data over the years has put Google in something of an untouchable position when it comes to online mapping, which is why when Apple tried to launch its own maps app for iOS devices last year it was so inaccurate and poorly received. "It was a complete disaster because the data they used was just not good enough - they just haven't spent the decades Google has spent just gathering geospatial data," says Brotton, who has worked alongside Google in the past.