Apple buys Map Service? Google limited to web app vs. future Apple’s iPhone app? speculates on Apple adding new mapping service to its application capabilities for the iPhone.

Apple buy map service to compete with Google?

by Steven Musil

  • (Credit: Screenshot by Steven Musil/CNET)

We may now have a better idea of why Apple objects to Google Latitude.

It appears that Apple has purchased PlaceBase, a company that produced a maps API called Pushpin and offered a mapping service much like Google Maps. The evidence, dug up by ComputerWorld's Seth Weintraub, first appeared in the form of a tweet in July by Fred Lalonde, the founder of, a company that used PlaceBase's software, stating that Apple had purchased PlaceBase:

Apple bought PlaceBase - all hush hush. Pushpin site taken offline. Hyperlocal iPhone?

The next clue apparently came from Jaron Waldman, PlaceBase's founder and CEO. His LinkedIn page now lists PlaceBase under his "past" experience and now lists his current occupation as a member of Apple's "GEO Team." In addition, and have been taken down.

Here is the LinkeIn Page.


Jaron Waldman Jaron is a 2nd degree contact

Geo Team at Apple

San Francisco Bay Area
  • Founder & CEO at Placebase
  • Director at Community Informatics
  • VP Product Development at eSourceWorld

see all...

  • University of California, Los Angeles

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198 connections



Geo Team

Public Company; AAPL; Computer Hardware industry

2009 – Present (less than a year)

Add this to the list of thing going into Apple’s data centers.