My point still stands that Apple initially removed it when they released Apple Maps. Since messaging is part of Apple's core experience, it's very likely that they'll eventually update their iMessage app.

Snapchat is not unique. In fact, there are far bigger and more popular messaging apps around the world. They just dont get the attention that SnapChat does because it happens to be in California and in the US. http://thenextweb.com/apps/2013/10/18/best-mobile-messaging-...

For example, Apple has banned comics from being sold through Comixology that they themselves sell in their store.