iPhone users looking to take advantage of navigation have long turned to the devices included Google Maps software however that may not be the case when the iPhone 5 rolls off the production room floor. According to several reports Apple will replace Google Maps with a new in-house offering.

The Cupertino based software and hardware giant is not only prepping a new mapping tool, it may possibly reveal the new software offering at next week’s developer conference.

News of the mapping technology shouldn’t come as a surprise to Apple followers as the company has purchased at least three mapping firms in the last several years.

Nearly 90% of Apple’s iPhone users currently use Google Maps and those customers account for almost 25% of the search giants $2.5 billion mobile ads platform which is devoted to map-related ads.

Not only will Google potentially lose money from Apple’s shift, the company will not be able to gather as much user generated data which is needed to optimize the search giants ad network.

The move towards Google free devices on the iOS platform has heated up ever since Google invaded Apple’s mobile space and managed to surpass Apple in terms of device sales thanks in no small part to Google Androids ability to work on multiple manufacturer devices.

If Apple has its way some analysts believe Google search will be the next component to be removed from Apple devices, at which point Google will need to rely on customers navigating to Google.com via their mobile devices or using Google based apps in order to perform searches.

Apple To Reveal New Mapping Service, Possibly Next Week is a post from: The Inquisitr