This Day On The Street
Continue to site right-arrow
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

Apple Maps: Turning a Corner

Stocks in this article: AAPL GOOG NOK

NEW YORK ( TheStreet) -- Apple (AAPL) suffered a serious public relations hit when its Apple Maps product was unveiled to the world. Its latest purchase may be about changing that perception, even if it comes six months later.

Over the weekend, Apple acquired WiFiSLAM, a indoor-GPS company. According to The Wall Street Journal, Apple paid around $20 million for the company, but the impact could be far greater as it pertains to Apple Maps.

When it was released, Apple Maps didn't live up to the standards of Apple. The negative outrage from the public ultimately forced CEO Tim Cook to apologize, saying Apple would keep working to improve the product. Cook went so far as to recommend other products, including Google (GOOG) and Nokia (NOK) offerings, while Apple worked on improving its own product.

Though the product wasn't atrocious by any means, it certainly did not live up to the standards of other mapping products, such as Google Maps, the aforementioned Nokia, or other popular mapping software. Apple had egg on its face, especially as it made a point to remove Google Maps from its latest mobile operating system, iOS 6. The public gaffe may have ultimately led to the departure from the company of Scott Forstall, who reportedly refused to sign the apology letter along with Cook.

While Apple wouldn't discuss its plans for WiFiSlam, there are a few facts known about the company which could hint that Apple is really serious about improving Maps.

The Silicon Valley-based start-up has developed a way for mobile apps to know a user's location inside a building using Wi-Fi. This will allow maps and location sharing services to more accurately portray positions of businesses, people, etc., especially as it pertains to being inside a building. If accuracy is improved using the company's technology, that would make Apple's data that much more reliable and perhaps change the perception that Apple Maps is inferior to other mapping solutions.

People are increasingly (right or wrong, you decide) turning to mapping solutions, such as GPS locators, and apps to help them navigate their travels. A technology that increases the accuracy of GPS data, especially in hard to navigate areas such as inside a building, is invaluable.

1 of 2

Select the service that is right for you!

Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!


DOW 17,804.80 +26.65 0.15%
S&P 500 2,070.65 +9.42 0.46%
NASDAQ 4,765.38 +16.9840 0.36%

Brokerage Partners

Rates from

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs