If there was any remaining doubt that Apple and Google are now full-fledged competitors, it should be removed by the news that Apple is planning to dump Google Maps in its next operating system and on its iPhones, iPads and related gadgets.

Instead, Apple will be unveiling what insiders say is an "incredible" new in-house maps application that is said to be much cleaner, faster and more reliable than the current version.

AllThingsD, a Wall Street Journal publication, quotes an Apple insider as saying the new maps will “blow your head off.”