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In an effort to challenge the domination of Google and Apple in the online maps market, Meta, Microsoft, and Amazon have joined forces to create the Overture Maps Foundation (OMF). 

It is an open maps data alternative to Google and Apple. And aims to revolutionize the way map data is accessed and utilized by developers and companies worldwide.

Until now, Google and Apple have held a firm grip on the online maps sector. They charge mobile app developers for access to their mapping services.

Meta and Microsoft took the initiative to collect and donate vast amounts of map data to OMF under the guidance of Marc Prioleau, the executive director of the foundation.

Overture Maps Foundation

The OMF has amassed an impressive database of 59 million points of interest, including restaurants, landmarks, streets, and regional borders, which are now made freely available as a base layer for a new map application.

 The primary objective of Overture is to create a baseline for map data that allows companies to build and operate their maps independently.

The real advantage of Overture's approach lies in the fact that it offers the underlying map data, empowering companies to build their own software on top of it. This grants them more flexibility compared to relying on Google's or Apple's maps as a service.

The availability of Overture's data is especially significant as digital maps play a critical role in mobile apps, as well as emerging technologies like augmented reality and self-driving cars. It enables companies to integrate their proprietary information, resulting in highly customized offerings.

Even though Apple Maps had a bumpy start in 2012, it has made significant improvements to its user experience, successfully winning over some users from Google Maps. 

With deep integration into iOS and enhanced user experience, Apple Maps has managed to achieve higher usage rates, despite most U.S. iPhone users having Google Maps installed.

Google anti-trust issues

Google's terms of service have been criticized for forcing developers to use its maps and search products together, creating limitations for rival mapping services. 

These restrictions have been viewed as potential barriers to innovation in various emerging fields, such as drones, delivery and logistics, and electric and autonomous vehicles. 

In response to concerns over Google's practices, the Department of Justice (DOJ) initiated an investigation in 2019 and filed two antitrust complaints focused on Google's search and advertising technology business.

 Although mapping was part of the inquiry, the DOJ ultimately filed a narrower antitrust complaint that centered on Google's contracts with browsers and smartphone makers, requiring them to set Google's search engine as the default option.