Apple maps bomb with fans

Apple Inc

(MoneyWatch) Apple (AAPL) has famously perfect pitch for what customers want. But one key new functional addition to the company's iPhone 5 -- a mapping feature designed by Apple that will replace Google Maps -- seems to have bombed with some influential fans and taste-makers.

With the device set to make its official debut in stores on Friday, some are calling Apple's map a "downgrade" from what was previously available on the iPhone through the company's partnership with Google (GOOG).

Apple has stopped using Google Maps and also removed the built-in YouTube app from the newest version of its mobile operating system, iOS 6. Mapping is a popular feature, so Apple had prepared its own replacement version.

iPhone 5: Not that innovative, but hot, hot, hot
How Apple could cannibalize iPhone 5 sales
Apple iPhone 5: big innovation takes a holiday

Fans unimpressed

Just one problem: A number of prominent Apple fans are giving thumbs down to Apple maps. The Wall Street Journal's Walter Mossberg, considered by many to be one of the most influential technology writers in the country, called the maps app the "biggest drawback" he found with the software and a "step backward" for the iPhone. Josh Carr, another writer with a long association with Apple topics, noted that while Apple now uses someone else's geographic database rather than Google's, the former isn't as good as the latter.

Tech writer and entrepreneur Anil Dash wrote that "Apple's made a new product that actually is pretty but dumb," noting that the map software failed to find a prominent address in Manhattan (That's in New York, not Kansas.) He also complained about the tool's directions for drivers, alluding to a "general level of unreliability that I never recall seeing from Google maps, even when it first launched."

John Gruber, who writes the often insightful Apple-oriented Daring Fireball blog, pointed out that it's impossible to know whether Apple decided to kick Google to the curb to own this part of its ecosystem as well, or if Google wanted to renew its license to Apple on terms that were unacceptable to the company.

To be sure, the iPhone 5, although not as innovative as some previous models, appears well on the road to being a commercial hit. Yet the early negative returns for its map suggests Apple may have to scramble to improve it, or find another solution altogether.

For a company that likes owning as much of its ecosystem as possible, it's important to realize how many modern online services depend on data locked up by a few providers. Licensing deals can be critical for investors. Competitors will also see ownership of such material as a critical competitive advantage.

For example, there's a rumor that Amazon (AMZN) may show Google Maps the door on its Kindle devices. Who's left that can license quality mapping data to Amazon? Is AOL, parent of MapQuest, going to see a potential deal? Doubtful.

More broadly, there is also the question of whether Apple's standards have slipped of late. The new version of the Mac operating system, Mountain Lion, has shown some problems in battery life on MacBooks, as well as other issues. The previous OS, Snow Leopard, also had some significant issues. And the iPhone 4 had the infamous death-grip antenna problem.

Apple has sought to control every aspect of its product design and manufacturing, including hardware and software. But that control is a means to an end -- making better products -- not an end in itself. Although Apple is soaring now, over time such glitches could erode its competitive advantage over rivals.

[hance316]

If the early adopting fanboys are getting so upset by this just imagine what the average user will think

[werntrouble]

If you still prefer the google map, then simply use the iPhone's Safari app to go to www.maps.google.com and then setup a desktop shortcut or app (you'll be prompted to do this). Then you have the beloved google map pretty much as before complete with satellite, bicycle, car and transit routes as well as traffic shading on the routes. The interface is slightly different, but everything is there as before on the IOS5's native app.

[stan__]

it sounds like chrome book in iphone..

[galacticwhale]

ROFL, doing that is hardly a decent replacement to a proper dedicated Google Maps app. It's slower, you have to use Safari which is just a bad experience all around, and it doesn't give you turn by turn functionality. Just admit Apple really ****** up this time and quit being such a fanboy.

[stayathomedad]

They use TOMTOM data now, and I can tell you that sucks... It's crap. They should have swallod their pride and stick to GOOGLE, until one day ( or no day) TOMTOM would be able to match GOOGLE.

[andacar]

What continues to astound me, and please correct me if I am wrong, is that somebody can't just put whatever mapping software they want on their own device without needing permission from On High. So much for Think Different.

[bobnjersey]

[ But one key new functional addition to the company's iPhone 5 -- a mapping feature designed by Apple that will replace Google Maps -- seems to have bombed with some influential fans and taste-makers. ]
-------------------------------------------
what's that ... the first iteration of a piece of complicated distributed software isn't working perfectly?

what a shocker!

[eriksherman]

I know, crazy, eh? Except, in one sense it's not the first iteration. Apple had licensed the data from Google before, but I think it wrote the app itself. In which case, first iteration isn't accurate.

[jmgray16]

This is why I held off updating my phone. I updated the iPad to play around with the new map system a bit and decide how I like it. Granted I can't use the turn by turn, but honestly, most places I go I can just look up how to get there and remember the directions. I have an in car GPS I really don't use either and will generally use the phone because the Google Maps interface is so simple and user friendly - unlike the GPS

[eriksherman]

I think reasonable expectations are too high to simply say give it time. And the integrated Google Maps app was written by Apple, I think, licensing data from Google, so you'd have to say that Apple has been at this for some time already.

[JetsFanCB]

Yes the maps app is in its infancy, however the google maps app for IO6 has not been refreshed for a long time and didn't have voice turn by turn navigation. Yes the database of map features may not be 100% complete, but give it time and the database will keep growing with more information and more accurate information. You try and map every road in the world I bet you quit first. Google had these same growing pains when they first started doing maps. But now it has had a long time to perfect it. Give it time....

[ttipbc]

Google navigation has had voice turn-by-turn for several years on the Android system. Apple sucks.

[lesserof2evil]

lol, getting inferior app while paying more. Apple has got a loyal but dumb customer base.