That's exactly why the Apple II became such a good success. With a good floppy drive and easy to use programing that's what made the user flock around it. If Apple doesn't do this with the iphone some company will do an IBM and try to take over the market.
Plus with 3rd party applications the iphone experience can reach higher levels than just google maps.
7 Reasons Why Keeping the iPhone Locked Down is Stupid and Arrogant