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Apple challenges carriers, others with 'Find My Friends' app

October 4, 2011 — 1:01pm ET | By Mike Dano

Apple (NASDAQ:AAPL) today announced it will release an iOS app that will allow users to find other users who opt-in to the service. The offering stands as an alternative to similar friend- and family-tracking services from the likes of Google (NASDAQ:GOOG), Sprint Nextel (NYSE:S) and AT&T Mobility (NYSE:T).

During its press event today, Apple's Eddy Cue announced the company's new Find My Friends service, which will allow iPhone and iPad users to track the location of other users of the service. Users can opt-in to the service to be tracked and can turn the tracking service on and off. So, for example, a user could set the service to discontinue tracking at a previously appointed time.

Cue said the service could, for example, allow family members to track each other in Disney World.

Cue didn't provide much in the way of details for the service, including whether it would cost an additional fee. Apple currently offers a "Find My Phone" feature to iPhone users that is free and allows users to locate and wipe lost or stolen phones.

The Find My Friends service from Apple is noteworthy considering companies ranging from Google to AT&T offer similar services. Google's Latitude service, launched in 2009, allows users to track other users' location on an opt-in basis. And AT&T's FamilyMap service, which costs $9.99 per month, offers similar services. Other location-based services, such as foursquare, could also be impacted by the release of Apple's Find My Friends service.

Find My Friends isn't the first knock by Apple against wireless carriers' business. The company also plans to release iMessage, which will likely cut into wireless carriers' SMS revenues.

Find My Friends will be available Oct. 12 in conjunction with the release of Apple's iOS 5 operating system.

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