Surprisingly, Google Maps doesn’t rank in the top 10 most-used apps. Yet, Baird Equity Research still estimates that Google Maps could deliver $5 billion of the company’s incremental revenues by 2020 if they really got serious about monetizing. My guess is that if Baird speculated on the value of Apple Maps, that revenue number wouldn’t even reach a billion.

But 2019 marks the year that Apple has finally decided to upgrade their map app. Are they gunning for Google’s position?