Steve Jobs talking about this at D8 in 2010, and of course the privacy features he talks about were baked into the OS APIs from the start.
Apple's rift with Google over user data collection in Google Maps goes back to 2009 when Google held Apple to ransom for the user data in return for turn-by-turn directions. Apple refused and started building their own maps service, buying Placebase in July that year.
Re:Apple's iCloud+ “VPN”
by shaicoleman on Wednesday June 16, 2021 @11:28AM
(#27529611)
If anyone's interested in reading more, here's an article which discusses why Apple switched from Google Maps:
http://allthingsd.com/20120926/apple-google-maps-talks-crash...
I think there is a sense in which privacy was already a differentiator for Apple in iOS (as contrasted with Google’s motives in android in particular of course) - so this did feel like a not completely implausible way they could go to double down on that differentiator.