Apple adds another map company to its portfolio

Apple this week purchased another map company called Embark. Embark builds free transit apps to help smartphone users navigate public transportation in several cities around the country. Sources claim that Apple plans to integrate Embarks technology directly into Apple Maps.
The electronics giant continues to build up its maps in an effort to erase memories of disastrous launch of its Maps application in 2012. In fact, Apple's original software offering was so bad that Tim Cook told people to use Bing or Google until Apple's own mapping solution improved.

However, it didn't take long for Apple to get curate Maps into something that was actually usable. Apple has continued to purchase other mapping companies to further flesh out its map services. Back in March, Apple purchased an indoor mapping company called WiFiSlam for $20 million to add indoor map coverage to its offerings.

An Apple spokeswoman confirmed the deal saying, "Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans."


"We’re Apple. We don’t wear suits. We don’t even own suits." -- Apple CEO Steve Jobs

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