Excerpt
SPENCER MICHELS (Newshour): That's lured more companies into the lucrative business of using digital maps, because there's money to be made. Until September, almost all those phone maps were supplied by Google.
But when Apple introduced the new iPhone 5, it replaced Google Maps with its own and learned quickly that mapmaking is fraught with peril.
Immediately, users complained they got lost. Some landmarks were out of place, directions were misleading. Apple CEO Tim Cook apologized, but, still, satirists had a field day with the misdirections.
The stakes in the mapping game are high for Apple and others, since a lot of advertising revenue depends on knowing the location of the phone and promoting something nearby, a restaurant or a hotel, to the user.
Carolina Milanesi, an analyst for Gartner, a technology research firm, says Apple wants to capitalize on that.
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