Apple's mission to improve its maps app continued as the Cupertino-based organization purchased another navigation-software company.
According to Bloomberg, Apple bought Embark Inc., the third navigation-based company the Tim Cook-led organization acquired this summer.
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Although terms of the deal were not disclosed, Apple issued a statement, albeit heavily similar to the one made when it purchased Toronto-based navigation company Locationary.
"Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans," said Apple spokesperson Kristin Huguet.
Huguet's statement is the same the company issued in July when Latinos Post reported on Locationary's purchase, however, the statement was made by Apple spokesperson Steve Dowling.
Apple also purchased HopStop Inc. in July. Similar to HopStop, Embark provides public transportation information, which is an aspect missing from Apple Maps.
As Latinos Post has been monitoring, Apple Maps launched last September with iOS 6. The maps app was created to replace Apple reliance on Google Maps. However, Apple Maps was immediately criticized, from the app's incorrect labeling to its outright bizarre depictions of roads and landmarks.
The Apple Maps criticism was so vocal that Apple CEO Tim Cook issued a rare apology late last year.
"At Apple, we strive to make world-class products that deliver the best experience possible to our customers," Cook stated. "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."
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For the latest updates, follow Latinos Post's Michael Oleaga on Twitter: @EditorMikeO
Related Apple Maps Articles:
- For a reviews roundup of Apple Apps, click here.
- For a slideshow of Apple Maps' mistakes, click here.
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