Apple has been running maps for well over a decade without this. They are one of the most profitable businesses in history and have spent almost a trillion dollars in financial games to enrich stakeholders because they had so much cash to burn.
The idea that "poor little Apple is struggling without enshittifying to microptimize profit opportunities" is an utter joke.
I think they were talking about the challenge for a non Apple/Google competitor to emerge in this space with a comparable enough product to win real, meaningful marketshare.
Firefox's abysmal market share, despite being, for the average user, a strictly better experience, would incline me to agree.