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Reasons:

Maps is expected to be the key monetization engine in mobile, sharing mobile ads with Google is anathema.

Maps 'replicates substantially similar content' in IOS. This one has been used quite a few times.

Apple can be pretty arbitrary about apps as we've seen but by and large from a business perspective its one of their core capabilities they will want to own.

Of course I could be completely wrong here, we'll see as this plays out of course.



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