However it has a moat that is hard to overtake: Business information. Apple Maps is a superior experience as long as you can find the business(shop, restaurant etc) but unfortunately it's still far from matching Google at this.
It's even annoying me on Bing. I've switched to Bing and I'm pretty happy so far but when I search for a shop or something, that's when Google still has the edge thanks to vast the business info on Google Maps which would be displayed in a Google Search result.