Consumer Backlash Against Apple Maps Surprised Waze CEO

waze_iconOn Monday, Waze CEO Noam Bardin took the stage at AllThingsD's Dive Into Mobile conference and talked (via Mashable) about how his company didn't think Apple Maps would be "that good" but that it underestimated consumer reaction to Apple's service.

The social turn-by-turn navigation company had assumed that Apple Maps would be good enough for consumers, Bardin said, but this assumption led to the company being surprised by the negative reaction many users had to Apple Maps when they rolled out as part of iOS 6.

That reaction led to an open letter from Apple CEO Tim Cook in which he acknowledged the issues with Apple's Maps app and promised to improve the product while also recommending a number of alternatives, including Waze, while Apple worked to bring its maps to an acceptable standard.

According to Engadget, Bardin said that consumers are rapidly acquiring certain expectations when it comes to services such as maps, expectations that are not necessarily easily met.

Consumers now have a quality bar, and that bar is going up rapidly. Two years ago, Apple's Maps app on iOS 6 would've been a fine product.

Bardin went on to say (via VentureBeat) that with the quality bar continually being raised, companies will have to pour more and more money into mapping to match the quality consumers desire. Unsurprisingly, Bardin notes that Google is the one setting that standard.

“Google is out there creating a standard of quality,” Bardin said. “We feel like we’re the only real competition. Rumors say it is $1 billion to $2 billion spent by Google a year.”

waze_bardin_dive_into_mobile

Waze CEO Noam Bardin at Dive Into Mobile (Source: Engadget)

Bardin does feel that Apple Maps is getting better with time, but that Apple is being handicapped by its vendors. TomTom provides much of the data for Apple Maps, and Bardin noted that TomTom cannot put as many resources into its mapping service as Google can.

In early January, it was rumored that Apple was in talks to acquire Waze, but it was later reported that there was no deal in sight. Engadget notes that the CEO dodged questions of potential acquisitions while VentureBeat says that Bardin wouldn't confirm whether Waze supplies Apple with data on improving Apple Maps.

Top Rated Comments

Mr Fusion Avatar
104 months ago
For me the issue with Apple Maps is twofold:

- Data is still lacking and inaccurate in my area.

- For a given level of zoom, it doesn't offer me near the wealth of information Google's app gives me. It's frustrating having to zoom in so close to see everything.

If Apple wanted to do Maps better than Google, why would they handicap themselves by relying on TomTom for data? Surely they must know the time and resources Google puts into their own product. If this was a "stop-gap" effort for transition purposes, they sure missed the mark.

The other issue Maps faces is its built-in reputation for not being good. Once an app starts out bad, it gets branded as such, and it's nearly impossible to convince people it's no longer bad through small background updates.
Score: 33 Votes (Like | Disagree)
g-7 Avatar
104 months ago
Two years ago, Apple's Maps app on iOS 6 would've been a fine product

With 11 year outdated info? POIs up to 1 km (about half a mile, whatever) inaccurate? Ridiculous satellite imagery quality?

No. It wouldn't.
Score: 22 Votes (Like | Disagree)
sfrancis928 Avatar
104 months ago
At this point I prefer Apple's Maps to Google's on the iPhone. I didn't at first because Apple couldn't keep ahold of my position at all when I was driving. But that has been fixed and I prefer the look and the iOS integration.
Score: 19 Votes (Like | Disagree)
a0me Avatar
104 months ago
With 11 year outdated info? POIs up to 1 km (about half a mile, whatever) inaccurate? Ridiculous satellite imagery quality?

No. It wouldn't.
Two years ago, Google Maps already had way better POIs, more accurate maps and better satellite imagery.
Score: 14 Votes (Like | Disagree)
kjs862 Avatar
104 months ago
I prefer using Apple Maps now. At first I hated it but now it's fine. Though when I ride the subways I still need to use Google's maps.

TomTom may not be able to pump as much money into their mapping as Google can, but who says that Apple isn't pumping money into TomTom? I don't think something like this would be a first time thing.
Score: 13 Votes (Like | Disagree)
iPhoneXL Avatar
104 months ago
In a couple of years, Apple maps will be the gold standard. And Waze will be irrelevant.
Score: 13 Votes (Like | Disagree)

Top Stories

samsung experience 1

Samsung's 'iTest' Lets You Try a Galaxy Device on Your iPhone

Thursday April 8, 2021 12:42 pm PDT by
Samsung has launched "iTest," an interactive website experience that's designed to allow iPhone users to test out Android on a Galaxy device, or "sample the other side," as Samsung puts it. Subscribe to the MacRumors YouTube channel for more videos. The iTest website is being advertised in New Zealand, according to a MacRumors reader who came across the feature. Visiting the iTest website on...
sonny 2021 ipad mini pro dummies

Leaked Dummy Units Show iPad Mini 6 With Thick Bezels and Home Button, New iPad Pro Models

Thursday April 8, 2021 2:11 am PDT by
Rumors suggest Apple will release refreshed versions of the iPad mini and iPad Pro models in the first half of this year, potentially as soon as this month, and a new leak today has provided us with a possible preview of what to expect in terms of the devices' overall design and camera prospects. Tech leaker and Apple blogger Sonny Dickson this morning shared images on Twitter showing dummy ...
iMessage Android featured

Apple's Rationale for Not Bringing iMessage to Android Revealed in Legal Documents

Friday April 9, 2021 2:22 am PDT by
It's no secret that Apple sees iMessage as a big enough selling point to keep the service exclusive to Apple devices, however new court filings submitted by Epic Games in its ongoing lawsuit with the company reveal just how Apple executives have rationalized their decision not to develop a version of iMessage for Android. Apple clearly recognizes the power that iMessage has to keep users...
fake airpods 3

Counterfeit 'AirPods 3' Hit the Market Prior to Official Announcement

Friday April 9, 2021 2:45 am PDT by
Apple is expected to launch the third iteration of AirPods in the third quarter of this year. Rumors and reports suggest the new AirPods will feature an updated design more in line with the AirPods Pro, but lacking in "Pro" features such as active noise cancellation. Despite AirPods 3 not yet being officially announced by Apple, counterfeit products of the unreleased earbuds have already hit ...
nba tracking prompt orange

Two-Thirds of iPhone Users Expected to Block Ad Tracking

Friday April 9, 2021 7:19 am PDT by
As many as 68 percent of iPhone users are expected to deny advertisers permission to track them thanks to Apple's App Tracking Transparency feature, in what is beginning to look like a significant blow to the advertising industry (via AdWeek). With the launch of iOS 14.5, apps will have to receive explicit user permission before accessing an iPhone's advertising identifier or IDFA, which is...
iPhone 13 Battery Life Feature

DigiTimes: iPhone 13 Pro Models to Feature 120Hz ProMotion Refresh Rate and 15-20% Less Power Consumption

Friday April 9, 2021 12:52 am PDT by
The two premium "Pro" models of the upcoming iPhone 13 lineup will be equipped with a low-power LTPO display, enabling the iPhones to have a 120Hz refresh rate, according to industry sources cited by Taiwanese publication DigiTimes. According to today's paywalled report, Apple suppliers Samsung and LG Display are in the process of converting parts of their production capacity to produce LTPO ...
ipad pro and macbook pro

iPad and MacBook Production Reportedly Delayed Due to Global Chip Shortage

Thursday April 8, 2021 2:31 am PDT by
Apple is facing a global shortage of certain components for some of its MacBook and iPad models, causing the Cupertino tech giant and its suppliers to postpone production of the products, according to a new report from Nikkei Asia. According to the report, MacBook production is being hindered due to the shortage of chips mounted onto the circuit board before final assembly, which is a key...
ehric

iPhone 12 Mini Missing From Top 5 Best Selling Smartphone List of January 2021

Friday April 9, 2021 4:58 am PDT by
According to market data compiled by Counterpoint Research, Apple's smallest iPhone since the 2016 iPhone SE, the iPhone 12 mini, struggled to obtain a spot in the top five list of best-selling smartphones in January of this year. According to the market data, the iPhone 12 mini came in eighth place for the best-selling smartphone worldwide in the first month of the year. However, the iPhone ...
tmobile 5g modem

T-Mobile Launches Unlimited 5G Home Internet for $60/Month

Wednesday April 7, 2021 2:18 pm PDT by
T-Mobile today hosted an Un-carrier event where the company announced the launch of a a new 5G home internet plan, which is priced at $60 per month and offers unlimited data. The service is available to more than 30 million Americans across much of the United States, including 10 million households in rural areas not typically able to access reliable broadband. Connectivity will be either 4G ...
apple find my network

Apple Announces Find My Network With Support for Third-Party Devices

Wednesday April 7, 2021 10:06 am PDT by
Apple today announced the launch of its Find My network accessory program, which is designed to allow third-party Bluetooth devices to be tracked in the Find My app right alongside your Apple devices. According to Apple, the first accessory companies to take advantage of the new Find My integration include Belkin, Chipolo, and VanMoof, with devices set to be available beginning next week. ...