Apple acquired Los Angeles-based Placebase in July, a small enough deal that Apple wasn't required to make an official announcement. Placebase offers an API that lets developers create customized features and functions not available on Google Maps.

One of the best-known products based on Placebase technology is PolicyMap. PolicyMap lets users explore geographic information through maps, tables and reports so they can make better decisions. Organizations like The Washington Post and Wachovia are using PolicyMap.

Apple and Google Drift Apart

Apple could be thinking of displacing Google Maps as the default mapping service on the iPhone and iPod touch, or at least preparing a backup. Could the once-friendly companies be getting ready to do battle on apps? Apple and Google were not immediately available for comment.

"Two years ago, Apple's interests and Google's interests seemed pretty aligned," said Michael Gartenberg, a vice president at Interpret. "But since then we've seen Google introduce a new mobile operating platform. We've seen Google introduce a new browser. We've seen Google introduce a new operating system , all of which are totally divergent from Apple's interests."

Indeed, despite all the focus on Google invading Microsoft 's territory, Google and Apple are more often competing rather than partnering in the high-tech world. Nothing evidenced this more than Google CEO Eric Schmidt resigning from Apple's board of directors in August.

After sitting on Apple's board since 2006, Schmidt and Apple mutually decided that the companies were beginning to compete head-to-head on several fronts. At the time, Apple CEO Steve Jobs said, "Unfortunately, as Google enters more of Apple's core businesses, with Android and now Chrome OS, Eric's effectiveness as an Apple board member will be significantly diminished, since he will have to recuse himself from even larger portions of our meetings due to potential conflicts of interest."

Apple Controls its Destiny

Apple has a history of making sure it stays in control of its own destiny, particularly when it comes to third-party applications. For example, Apple developed the Safari Web browser to remain independent of Internet Explorer and Firefox. Apple created a high set of professional graphic and video applications to be independent of Adobe Systems.

If Apple depends on third parties to deliver services, applications or infrastructure to the Mac or iPhone platforms, Gartenberg said, it is subject to the fickleness of those developers and could be left without needed software if the developer's interests diverge from Apple's interests.

"It would not surprise me if Apple was looking to find some way to be independent from Google, particularly for something like Google Maps, which is a default application for the iPhone and iPod touch," Gartenberg said. "Apple may be hedging itself against a time when it may find itself directly in competition with Google."