I see the benefit in that Apple whether it wants or not has to compete with Google on their same terrain for more and more services, and this allows them to do exactly that.What I wonder is how they will monetize this, because they will need to. Google's approach, where ads aren't clearly visible, could be a solution.
Looked for 940 Madison avenue on Maps. This app is still a catastrophe. It showed me a store called "avenue" in St. Louis. Seriously.
BTW I live in Europe and the map was initially centered on my town.
Except there are studies showing how these things are way less distracting that talking on the phone, or using an electronic device to communicate with someone else. It's the abstraction that we need to make to imagine the person on the other end of the line that's distracting.