On Apple® Special Event on September 12, 2012, Scott Forstall introduced the maps app and shared photostream feature.
I perceive the features incorporated as a strategic design approach aiming to dominate local search and private photo sharing.
About Apple’s maps app search feature:
By implementing its own maps app and including 100M POI’s, Apple is aiming to dominate local search. There is a clear opportunity to route local searches on maps app either organically or through siri. Apple’s efficient business models can attract professionals to register their shops in order to be available in fast one-the-way local searches and gain more customers. Ofcourse Google and even Facebook are aleady working on this with Google Now and Facebook Local Business but now Apple is trying to breakthrough on its own way.
About Apple’s shared photostreams feature:
Apple is targeting a social attitude niche: private content sharing. People want to share photos with close friends and get feedback. Apple has made this a transparent option where is trying to tight users with their photo streams and apple photo galleries. After location tagging, photos now have additional metadata including likes and comments. I perceive these features as Apple’s weapon to dominate photo sharing in small groups (including business use) and disrupt Facebook and Flickr relative features.