Apple’s iOS 6, released in September, received widespread criticism for its new built-in maps application, Apple Maps. As a result of the forced app-swap, many iPhone users refused to upgrade to iOS 6, while those who did lamented the loss of reliable navigation. Last week, to the delight of many, a new and improved Google Maps app was finally released for iOS 6. Within 48 hours, the app had recorded 10 million downloads.
In the six days since the Google Maps launch, iOS 6 adoption has surged by 4%, from 65.85% to 70.01% of iOS traffic on the Jumptap network. iOS 6 was released to the public on September 19, 2012 and after the initial rapid adoption stopped around October 1st, adoption increased an average of 1.76% per week. This latest surge is certainly above average, and seems closely related to the maps launch.
Advertisers, marketers and developers should be encouraged by the spike in upgrades. In addition to decreasing fragmentation, iOS 6 brings advanced advertising features like the ID for advertisers (IDFA,) advanced advertising controls for consumers and new HTML5 rich media ad capabilities.