The introduction of 'custom routes' in Apple Maps is a significant feature that has been long requested by users. By adding this feature, Apple Inc. is directly addressing user feedback and enhancing the functionality of its mapping service, potentially increasing user satisfaction and engagement. This update, part of the broader iOS 18 enhancements, could positively impact Apple's competitiveness in the mobile operating system market, especially against rivals offering similar mapping features. The anticipation of this and other features in iOS 18 could lead to increased interest in Apple's ecosystem, potentially boosting short-term investor sentiment.