When trying to navigate an unfamiliar area, almost every person today would automatically reach for their smartphone to get step-by-step directions from some sort of mapping application. While this appears to be an incredibly convenient feature, it can often times also lead to frustration and wrong turns. Apple iPhone users have become very vocal about their subpar experiences with their mapping application – especially since Apple switched from Google (News - Alert) Maps to Apple Maps.
To aid this issue, Apple quickly provided a link to jump from Apple Maps to the more familiar and navigable Google Maps. But since then, Apple (News - Alert) has been working hard to consume more mapping companies to make users’ navigating experience even better.
In 2009, Apple took in mapping company Placebase, and in 2010 they took in Poly9 as well as the 3-D mapping firm C3 (News - Alert) to enhance the mapping experience for Apple users. While those adaptations made mapping significantly easier, Apple has continued its quest to acquire mapping companies. Back in July, Apple bought companies such as HopStop and Locationary, and most recently, with the purchase of mapping company Embark.
Embark is an app that provides mapping for ten major cities including New York City, Boston, Long Island, Chicago, Washington DC, New Jersey, and San Francisco.
The intention is to integrate the technology into their current Apple Maps to hopefully enhance customer experience.
Embark is specifically helpful to those who frequent public transportation systems. A development in navigating public transportation systems would be especially helpful to those who are new to a city, those who are visiting, or those who are trying to learn how to use public transportation.
In a world full of Apple iPhones, this acquisition and development will hopefully lead to higher customer satisfaction and easier navigation for users.
Edited by Stefania Viscusi