San Francisco (CNN) -- The MacBook Pro, with a shiny new high-definition screen, may have been the sexiest star of Apple's keynote address at its Worldwide Developers Conference on Monday. But updates to its mobile operating system may make the biggest impact on users in the months, and years, to come. And they both clearly target Google, Apple's fellow tech titan and, increasingly, its key rival. A brand new map system, complete with 3-D imaging and voice-assisted, turn-by-turn navigation is clearly Apple's effort to keep iPhone and iPad users home instead of clicking on what had been the system's go-to app, Google Maps.
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Apple hopes new map system keeps users away from Google Maps
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New Facebook integration with iOS 6 is a jab at Google+
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Siri upgrade seeks to change feature from novelty to digital assistant
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The iOS update is scheduled to roll out this fall
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Google has been providing mapping information to Apple since the @placeholder launched in 2007.
Siri
There was turn-by-turn navigation, with voice assistance delivered in the same voice that iPhone 4 users know as @placeholder.
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Google Maps
In anticipation of the Apple announcement, Google announced a set of improvements last week to @placeholder in what it called part of "the never-ending quest for the perfect map."
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And @placeholder has, in fact, been working on mapping the world since Maps was introduced in 2004.
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Apple
Apple
Apple
Duplicating those efforts with an essentially new product will be a tall order for @placeholder, and if it doesn't work smoothly from the outset, users will find it easy to migrate back.