FORTUNE -- Nine months after Apple rolled out a much-criticized update to its Maps app for iPhones and iPads, some people are still not pulling punches.
"As most of you probably heard, last December, we launched Google Maps on the iPhone," said Daniel Graf, Director of Google Maps, at this year's Google (GOOG) I/O conference. "It has been a tremendous success. The feedback has been very positive. People called it sleek, simple, beautiful, and -- let's not forget -- accurate."
Graf, of course, was referring to Apple (AAPL) Maps, and in particular, the company's decision to stop using Google's mapping data. The end result may have been easy on the eyes but frustrating to some users who reported problems like inaccurate directions or missing landmarks, some of which were borne out by Fortune's own review.
The brouhaha became so bad, Tim Cook penned an apology, even going so far as to recommend users temporarily try competitors' services. "We are extremely sorry for the frustration this has caused our customers, and we are doing everything we can to make Maps better," he wrote. So it was no surprise that when Google eventually released a separate Google Maps app for the iPhone, users downloaded it over 10 million times in the first 48 hours, making it one of the most popular iOS apps for a time.
Apple declined to comment for this story. However, at a recent conference, CEO Tim Cook addressed Maps, saying that Apple "screwed up."
"It didn't look good," admits Brian Blau, Research Director for Gartner, who says that some of the criticism lobbed at Apple Maps was justified and that the company needed to make improvements. "But did Maps deserve some of the negative press and negative sentiment that went on, day after day, week after week, and what not? I don't think so."
Apple is reportedly working hard behind the scenes to improve Maps, beefing up its staff with employees like "Maps Ground Truth Managers" for at least seven regions around the world. According to job listings, such managers would be responsible for supervising the team in charge of testing new releases of map data, capturing new location data, and testing competitors' products.
The company has also pushed out a number of Maps updates, offering improved placement for hundreds of city labels, better satellite imagery for countries like England, France, and Germany, and expanded "Flyover" coverage, meaning more 3-D, photorealistic areas are viewable. And turn-by-turn navigation has been added for at least 12 international cities including Barcelona, Copenhagen, Dublin, and Rome.
While Blau says Apple Maps still lags behind Google Maps as far as features, functionality, and accuracy, he sees Apple's mapping service only getting significantly better. And while Apple's reputation for quality may have been hurt by the Maps controversy, the damage was temporary. "I think people will trust them," Blau says. "I think it's going to take a significant effort on their part to get to that point, and I say that because clearly there are other mapping technologies that are out there."
Blau is largely referring to Google Maps, which had a multi-year head start on Apple. At Google I/O earlier this month, Google revealed a major product update, with features like more detailed maps with indoor photos and 360-degree views of cooperating businesses and Google+ integration so users can check out reviews from their social network connections. One scenario Google served up: Maps can now analyze the kinds of restaurants users like or routes they most often take and offer suggestions.
But while Apple received grief for dropping Google, analysts like Blau say the move was inevitable. "Mapping is hot," he says. "It's the key to connecting all of us with the things that are in the world, so no wonder all these big consumer platforms want access to it." Today, mapping products may currently help users get from point A to point B, but the potential for such location services remains large, and the ways location can be further be integrated into people's lives, particularly as smartphone adoption continues, are also huge. Where a person likes to eat, shop, watch movies, and how they prefer to get there is valuable data. To wit, it's likely why Facebook (FB) and Google may be willing to pay $1 billion to buy the popular traffic navigation startup Waze.
For Apple, capitalizing on such an opportunity was probably too good to miss.
Now that both mapping apps are available for the iPhone, we can compare them head-to-head.
FORTUNE -- Use an iPhone with iOS6? Then earlier this week may have been serious cause for celebration. That's when Google (GOOG) released Google Maps for those devices. The app arrived nearly three months after Apple (APPL) officially launched a version of Maps for the iPhone that swapped out Google's mapping data for the company's own efforts. MOREJP Mangalindan, Writer - Dec 14, 2012 8:52 AM ET
Excerpts from Tim Cook's Bloomberg Businessweek interview
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Indeed, as Hurricane Sandy barreled toward the East Coast, a worsening storm embroiled Apple too. Suffice it to say that even as Apple's stock-market valuation has made the company the biggest in the world, these past few months haven't been Apple's finest. Little by little, mistakes that, taken in isolation, might have seemed trivial have added MOREJP Mangalindan, Writer - Oct 30, 2012 12:25 PM ET
How some techies are breaking a fashion taboo; RIM 'seriously' considered switching to Android.
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On Friday, Scott Forstall, a senior vice president who oversees the software used on the company's mobile devices, testified that as early as January 2011, an Apple executive advocated that the company build a tablet with a 7-inch screen. Apple has generally disputed the appeal of devices smaller than MOREJP Mangalindan, Writer - Aug 6, 2012 12:42 PM ET
The head of iPhone and iPad software sold 64,151 shares Friday worth $38.7 million
FORTUNE -- Scott Forstall took home a chunk of change Friday.
Taking advantage of Apple's (AAPL) relatively high (but not record) share price, the company's senior vice president for iOS software -- someone often mentioned as possible successor to Steve Jobs and Tim Cook -- sold 64,151 shares at prices ranging from $601 to $605 to clear $38.7 million MOREPhilip Elmer-DeWitt - May 2, 2012 6:41 AM ET
He wasn't particularly fond of the name, recalls co-founder Dag Kittlaus
Three weeks after his Siri app was approved for sale on the App Store, Dag Kittlaus was told to expect a call from Apple senior vice president Scott Forstall. The phone rang:
"Dag, this is Steve Jobs."
That, according to NetworkWorld's Yoni Heisler, was the beginning of the chain of events that led to Apple (AAPL) buying Kittlaus' company for $200 million and making MOREPhilip Elmer-DeWitt - Mar 28, 2012 12:25 PM ET
The senior VP's chief weakness, writes Fortune's Adam Lashinsky, is his naked ambition
He's young (43). Comfortable on stage (played Sweeney Todd in high school). Has serious nerd credentials (Stanford, NeXT). Shares Steve Jobs' obsession with detail (keeps a jeweler's loupe in his office to check every pixel on every icon). And the division he heads -- mobile software -- drives nearly 70% of Apple's (AAPL) income.
"He's a sharp, down-to-earth, and talented MOREPhilip Elmer-DeWitt - Jan 17, 2012 5:29 AM ET
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