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1968 Fender catalog page

Not sure if you know this, but rosewood was a feature added later. They had maple only for years (most of he 50's IIRC) and then suddenly rosewood was a new, shiny feature. They probably wanted to show them off to get a return on that investment. Not to mention they probably got tired of looking at maple boards only after a while.

kinda funny considering I usually avoid rosewood at all costs these days.

I do recall hearing something to that effect many years ago—that the maple fb was relatively rare in the 60s—but I never learned why. Thx.
 
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I do recall hearing something to that effect many years ago—that the maple fb was relatively rare in the 60s—but I never learned why. Thx.

A couple of thoughts, vague memories...
but Fender (Leo or whomever) didn't like the look of worn and dirty maple fretboards. They swithched to rosewood. Now the neck was two piece and they could insert the trussrod before gluing on the freboard. No more routing from the back to insert a trussrod and filling the channel with walnut (the skunkstripe), as on '50s guitars. I believe an added benefit was that two piece necks weren't as prone to twisting.

In the '60s maple fingerboards were a special order, and interestingly, those were two piece as well--i.e. same construction as rosewood, with a separate fretboard commonly called a "maple cap".