Apple's Cue Aims to Clean up Maps App

When Apple released its new mapping application simultaneously with the iPhone 5, the product was simply not ready for a critical customer base and the situation became a PR nightmare resulting in an official apology from CEO Tim Cook. 

Apple's previous supervisor of maps, Richard Williamson, was replaced with senior vice president Eddy Cue, who has since taken on the challenge of improving the application's glitches ahead of a Google Maps release for iOS 6

apple-eddy-cue 1.jpg

According to a report from Bloomberg, Apple is actively pursuing advice from outside mapping-technology experts such as TomTom to fix landmark and navigation data shared with Apple. 

Among the persistent problems on Apple's maps app are misplaced landmarks, faulty navigation routing, and missing public transit information, all areas essential to a product for which users have existing, functional alternatives. 

Cue, already in charge of Apple's iTunes, App Store, and iCloud services, will now look to form a new leadership team around the mapping application, including Siri's Voice Recognition, according to the report. In the past, former CEO Steve Jobs had relied on Cue to address issues with the MobileMe Internet-storage service that has since become iCloud. 

While Apple's product sales have remained strong through recent miscues, changes in personnel can say as much about the company itself as the nature of its competition. With Apple's decision to boot key Google services from iOS, it is clear that some of the company's services require an additional spark to prevent losing ground long-term.