Looks like Google has grabbed the opportunity to retaliate to Apple’s ditching its Google Maps backend service. In doing so, invitations have been sent to select members of the press by Google for its “the next dimension of Google Maps”  press gathering to be held next Wednesday, June 6, at 9:30am. At this informative event, Brian McClendon, VP of Google Maps and Google Earth, would be presenting a behind-the-scenes look at Google Maps, along with a demo and sneak peek as to the latest technology being incorporated for taking the Google Maps to the next dimension. This event  is placed exactly 5 days ahead of Apple’s worldwide developers conference to be held on June 11, at San Francisco’s Moscone West.

As for Apple’s own in-housing solution, it has acquired three prominent mapping related companies, namely – C3 Technologies, Placebase, and Poly9, for finding innovations in rapid 3D mapping, three-dimensional rendering  and traffic and social layers. The use of an technologically advanced solution combined with world-class marketing seems to be Apple’s in-house solution to counter market dynamics pertaining to mapping services. And of course, this will absolve the company from paying fees for the use of Google’s tiles in iOS and Mac applications and services. In my view,  C3 Technologies should be of special interest to Apple, as the company has good amount of expertise in 3D mapping. With all these ammunitions under it, should Apple really worry about ditching Google’s mapping services?

Any guesses on how Google would like to take the mapping experience to the next dimension? In my opinion, the  improvisation would be through optimal combination of 3D data from its Earth product, with and Google+ social features, high-resolution street, interior views, and of course improved titles.

Apart from both Google and Apple wanting to take the mapping experience to the next level, what is sure to go to the next level is the clash between these two tech titans. In a few days time, the Google I/o and the WWDC conferences will certainly inject clarity in the proceedings.