Apple sucks at providing online services in general. Their strength is in making physical products and writing software for those products (at the OS level, and sometimes apps).<p>MobileMe was an utter fiasco, and IMO iCloud is one of the shakiest rollouts Apple has done to date. The iTunes Store does ok, but not great, either.
Social networking (where I make the generalization within Google Plus, Twitter, Tumblr and Facebook) is saturated. I don't want to invite my friend to not-another-social-network. What is needed is refinements.<p>Apple being bad at social is okay with me.
They didn't need Find My Friends, all they needed was a dead-simple way to send a description of the phone's current location as a text message or iMessage. Then you can just ask somebody his or her location, and if that person wants to respond it's possible with one tap of a finger.