Apple has kicked out of iOS 6 both Google Maps and YouTube, another Google property that has been integrated with the iPhone's software since the smartphone's 2007 debut. Most analysts have said the was the strongest signal yet of the companies' ratcheting rivalry.

Apple and Google were once close collaborators. Eric Schmidt, at the time Google's CEO, joined Apple's then-CEO Steve Jobs on stage at the iPhone's 2007 introduction, and served on Apple's board until 2009. Now, they are fierce competitors who have faced off in court, including a patent infringement case where , the biggest seller of Android-based smartphones.

"This all goes back to Steve Jobs declaring war on Android," said Moorhead, "and Apple thinking that Eric Schmidt, who was on the board at one point, stabbed them in the back."

"Of course, this speaks to the competition with Google," agreed Gaspar.

It's understandable that Apple wanted Google Maps gone, said Moorhead. "One of the key areas of monetization [on mobile] will be local ... local promotions, local advertising, local couponing ... and maps are a crucial part of that. Google knows that, Apple knows that. Apple had to disconnect itself strategically from a part of the experience that they did not control themselves."