Accuracy The big one. Google Maps remains the gold standard in online mapping, and the company's devoted a lot of time and energy to the endeavor. While it has its shortcomings, it's right more often than it isn't, and it's tough to say the same about Apple Maps. It's certainly improved over the last couple years, but there's plenty of work left to do. I'm not the only person I know who regularly double checks locations in Google Maps before setting out, just in case. And, in the eventuality that there is a discrepancy, I know which one of them gets my trust.
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When it comes to Maps, Apple's got a tough road ahead of it--if you'll pardon the expression. But it's been steadily building up talent and technology over the last several years, and a steady stream of reports about internal testing of features and job postings related to maps indicate that it's not sitting still. I certainly don't see Tim Cook or the rest of the Apple team as the kind of people to take a misstep like Maps lying down.
But Cook's Apple is more developed than it was in those early days, and it's also proved willing to swallow its pride and admit that it's fallen short of the mark in the past, and will aim to do better in the future. So don't be surprised if this year's WWDC finds Maps back in the glare of the spotlight, polished and ready for a second run at the job.
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