It’s an unusually busy Friday in the world of mobile: GigaOM’s Mobilize 2012 continues today in San Francisco (follow the action via livestream here), and Apple’s iPhone hit the market today to long lines, stock shortages and the inevitable flurry of stories questioning whether the device has structural flaws. Perhaps the biggest news of the day, though, is the rash of negative reviews for Apple Maps, which debuted this week in iOS 6. Apple appears to have rushed its new offering to market prematurely just as maps have become a new battleground in the mobile platform wars. Those reviews haven’t deterred all those consumers standing in line this morning, but Apple needs to improve its maps in a hurry to prevent some customers from turning to other maps providers — and maybe other platforms.