Well this is an enhancement to an existing product not a new product.
The big message here seems not to be the 3D (which I assume is pretty similar to what Apple will announce next week) but just how difficult maps are to make. The history of Google Maps had some huge numbers such as 20 petabytes of imagery and 5 million miles of street view. It took Google years to get the maps to their current state and shows what an enormous task Apple is undertaking to create a competing service.
Apple has a huge advantage because of the C3 Technology.
From 500 meters in the air, they can get accuracy to 10 cm on the grown. They can also cover 100 square km in about an hour. They also have an automated process to generate more consistent 3D maps.
These stats are from SAAB and may have been improved by Apple. Check it out...