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Apple Inc CEO Tim Cook speaks from onstage during the Apple Worldwide Developers Conference 2012 in San Francisco, California June 11, 2012. Credit: Reuters/Stephen Lam By Poornima Gupta and Alexei Oreskovic SAN FRANCISCO | Mon Jun 11, 2012 3:25pm EDT SAN FRANCISCO (Reuters) - Apple Inc took the wraps off its own mobile mapping service and made its enhanced Siri voice-search available for iPads as it rolled out souped-up software and hardware on Monday to help it wage war on Google Inc. CEO Tim Cook, who took over from late co-founder Steve Jobs last August, spearheaded the unveiling of new services -- such as in-house mapping and beefed-up Siri software -- to help keep at bay Google and its fast-growing Android mobile platform. Its new mobile operating software -- the iOS6 -- comes with a mapping system "built from the ground up," said software chief Scott Forstall, sidelining the Google map service that the Internet giant has invested heavily in. Apple's map service comes with three-dimensional images of cities called "Flyover" along with real-time traffic updates and turn-by-turn navigation. And Siri, the innovative voice-activated iPhone search-feature users have criticized as faulty and inadequate, is now available on iPads and recites a larger database of answers, especially sports, restaurants and movies. It is also integrated into the new mapping service. Finally, executives said Apple has integrated No. 1 social network Facebook deeper into the operating system, allowing Siri-users to post photos with voice commands. THE EDGE Long lines marked the beginning of the week-long annual Worldwide Developers' Conference, where Apple developers rub shoulders with employees, test the latest products and software, and connect with peers. Apple kicked off proceedings by touting its hardware, its biggest edge over Google. At 0.7 inches, the new MacBook Pro -- Apple's highest-end laptop -- ranks among the thinnest laptops in the market and will hit store shelves months before many Microsoft Windows-equipped "Ultrabooks." They will employ the "retina" displays that have won strong positive reviews for the new iPad, but start at an eye-popping $2,199 price tag. Marketing chief Phil Schiller outlined how the redesigned MacBook Air notebooks, also unveiled at the conference, will be about $100 cheaper on average than predecessors, but sport quicker Intel Corp processors, potentially eating into territory staked out by Hewlett-Packard, Dell Inc and other PC makers. Analysts have speculated that the company will begin aggressively competing on price, gradually shrinking the premium its Macs carry in general. More than ever, Apple finds itself in a pitched battle with Google: in smartphones, cloud computing, and a never-ending competition to attract the best software developers. That is crucial as Apple looks to draw users deeper into its applications ecosystem. Cook told the audience that customers have downloaded more than 30 billion Apple apps so far, choosing from more than 650,000 apps -- the largest library in the industry. Battling in many arenas, the rivals employ different weapons. Apple's vise-like grip on its ecosystem - with the closely managed app store and its seamless integration with the hardware - stands in sharp contrast to Google's free-for-all approach. The open system approach, reminiscent of Microsoft Corp's hugely successful strategy of creating standard-setting software that runs on a variety of hardware, has allowed Android to capture the market lead in smartphones, albeit with nothing close to Apple's profit margins. Android has also helped create several potent hardware rivals to Apple. Samsung Electronics' Android-driven Galaxy SIII is drawing favorable comparisons to iPhone and Amazon.com Inc's cheaper Kindle Fire is challenging Apple in tablets and digital content. The move - years in the making - to replace Google Maps is a dramatic example of how the rivalry between the companies has been evolving. Google has invested huge sums in mapping technology over the years, and about half its map traffic now comes from iPhones and iPads. Among other things, the traffic from those devices reveals valuable location data that helps improve the mapping service and provides features like real-time traffic reports. (Reporting by Poornima Gupta and Alexei Oreskovic; Editing by Phil Berlowitz) Tech Media iPad Related Quotes and News Company Price Related News Tweet this Link this Share this Digg this Email Reprints We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/ Comments (3) Butch_from_PA wrote: Edition: U.S. Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom Back to top Reuters.com Business Markets World Politics Technology Opinion Money Pictures Videos Site Index Legal Bankruptcy Law California Legal New York Legal Securities Law Support & Contact Support Corrections Connect with Reuters Twitter Facebook LinkedIn RSS Podcast Newsletters Mobile About Privacy Policy Terms of Use AdChoices Copyright Our Flagship financial information platform incorporating Reuters Insider An ultra-low latency infrastructure for electronic trading and data distribution A connected approach to governance, risk and compliance Our next generation legal research platform Our global tax workstation Thomsonreuters.com About Thomson Reuters Investor Relations Careers Contact Us Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. 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