Apple will reportedly boot Google maps off its mobile Operating system and replace it with an internally developed maps application.
A report in the Wall Street Journal said Apple would instead "release a new mapping app that runs Apple's own technology".
The report added that the plan to oust Google Maps has been in motion for years. The rapid rise of Android sales is believed to have quickened the pace of Apple's plans.
The Apple Insider website said that Apple's mapping intentions have been evident since at least 2009, when the company began acquiring mapping technology companies. It said, "The iPhone maker bought Placebase that year and then Poly9 in 2010. Last year, Apple bought Swedish 3D-mapping company C3. The company also revealed last April that it was collecting data for a crowd-sourced "improved traffic service" for iPhone users. Given that the revelation came as a result of a location data controversy, Apple's comments have been taken as referring to street traffic, though the company declined to provide further details."
The maps issue has taken on greater importance as the relationship between Apple and Google has become increasingly complicated. The two companies were close partners for years, but have grown apart as they have become fierce competitors in several key markets, such as smartphones, tablets and advertising.
Google has meanwhile announced that it is ready to unveil the next iteration of the maps application and have been concentrating on trying to integrate it closely with its Android OS.