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There have been countless reports of missing or incorrect information in the Apple app, including the wrong location for the Washington Monument in Washington, D.C., graphical depictions of highways going vertically, and a search for Canada that returns "no results found." As a result of the bad press and unhappy users, Apple CEO Tim Cook issued a rare apology several weeks ago in which the company promised to fix the problems, and two of the key executives with responsibility for the app were let go.
Ross Rubin, principal analyst for Reticle Research, said Google's re-entry into iOS maps does not mark the end of Apple's participation in that area. He pointed out that even Google's new SDK has "a provision for defaulting to Apple Maps" if the Google app is not present. Additionally, he noted that "a fairly large number of consumers don't download many apps," and so may choose to use the default Apple one.
Maps are "definitely a linchpin in the ecosystem battle" among mobile devices, he said, where digital tools and the real world come together. He added that "Apple wanted to be in control of what is increasingly part of the mobile solution."