Do Apple need to make a U-turn on maps?

Apple released iOS 6 which comes pre-installed on the iPhone 5 and is compatible with previous generations of iPhone and iPad. In this update Apple released a new map application, which is designed by Apple from the ground up in association with Tom Tom and was meant to spark a new and brilliant application. This was instead of sticking with the Google maps application, due to a fall out over Turn-by-turn directions.


However this did not happen, as soon as Apple released the iPhone 5 and iOS 6 the complaints and frustrations started flooding in from customers. Customers were complaining the software was riddled with inaccuracies, misplaced towns and cities and omitted key landmarks. Apple said it appreciated all the customer feedback it was receiving about the app and would work hard to improve it.


This shows a couple of the complaints regarding Apple’s maps:


Apple iOS 6 Maps

Walking across there seems like fun…


Apple iOS 6 Maps

Somebody painted the landscape in white.

Three types of image quality in southern switzerland.


Apple iOS 6 Maps

The Helsinki Central Railway Station has magically turned into a park.


Also users have complained about:


  • Some towns appear to be missing, such as Stratford-upon-Avon and Solihull.
  • Others, like Uckfield in East Sussex, are in the wrong location.
  • Satellite images of various locations, particularly in Scotland, are obscured by cloud.
  • A search for Manchester United Football Club directs users to Sale United Football Club, a community team for ages five and above.
  • Users also reported missing local places, such as schools, or strange locations.
  • Another screenshot showed a furniture museum that was apparently located in a river.

This led Apple CEO Tim Cook to pen a apology to custmers and say that he understand that customers have been left frustrated and angry but said that they were working hard to improve the maps.


To our customers,


At Apple, we strive to make world-class products that deliver the best experience possible to our customers. With the launch of our new Maps last week, we fell short on this commitment. We are extremely sorry for the frustration this has caused our customers and we are doing everything we can to make Maps better.


We launched Maps initially with the first version of iOS. As time progressed, we wanted to provide our customers with even better Maps including features such as turn-by-turn directions, voice integration, Flyover and vector-based maps. In order to do this, we had to create a new version of Maps from the ground up.


There are already more than 100 million iOS devices using the new Apple Maps, with more and more joining us every day. In just over a week, iOS users with the new Maps have already searched for nearly half a billion locations. The more our customers use our Maps the better it will get and we greatly appreciate all of the feedback we have received from you.


While we’re improving Maps, you can try alternatives by downloading map apps from the App Store like Bing, MapQuest and Waze, or use Google or Nokia maps by going to their websites and creating an icon on your home screen to their web app.


Everything we do at Apple is aimed at making our products the best in the world. We know that you expect that from us, and we will keep working non-stop until Maps lives up to the same incredibly high standard.


Tim Cook
Apple’s CEO


Will this little slip up from Apple stop you buying an Iphone 5 or upgrading to ios 6? Comment to let us know your thoughts.



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