The article does not really provide much new information. That mapping is hard is known. That there are companies who have much experience in this area and that Apple will have to compete with them is known - from Google, over Garmin to Nokia. It's just that it is hard and that it will take Apple a lot of time and investment to bring the mapping functionality to a better level. I'm pretty sure Apple knows that. It's…
When you try to compete with an entrenched product that is feature rich and highly polished (such as google maps) you either need to differentiate your product or come to the table with an equal level of polish. Apple has failed to do this. They have made a classic "strategy tax" blunder.
This move is straight out of the playbook of the old, bad Microsoft and the old, bad IBM. It's the sort of fundamentally bad idea that a big, dumb, lumbering company makes. If there's anyone in the world that is happy about this it has to be the people on the surface team at Microsoft. Because it shows how massively vulnerable Apple is to competition now. Whatever magic Apple used to have, it seems to be gone.