Alphabet Inc's Google Maps is introducing updates to enhance user privacy by allowing greater control over personal location data. The Timeline feature, which relies on Location History, will now save data directly on the user's device, with options to delete it or back it up to the cloud with end-to-end encryption. Despite these updates, Google Maps has only regained 40% of its iPhone traffic after Apple Inc switched to its own mapping service. New features include viewing and deleting place-related activities and critical location controls. These updates, which will be rolled out over the next year, aim to address data privacy concerns and improve user experience. Alphabet's stock (GOOG) saw a slight increase of 0.43% to $134.22.