I wonder what it means for Apple, where and how Apple might improve, and how (isn't) Apple is investing/innovating in that area. I use Apple Maps almost exclusively on the phone, but a lot of it is because it works and I don't want to learn the interface for Google Maps.
Apple Maps is getting better, but Google Maps is getting better as fast or faster.
But, the job to be done for Apple is getting done with Apple Maps, and Google would be crazy to make its maps unavailable to iOS (the most valuable segment of the mobile market). They now just have less bargaining power then they did before Apple maps existed.
Things could become different if Apple wants to make a self driving car after all, but for now, it's a core competency for Google and a nice defensive side thing that keeps them from being too vulnerable for Apple.