In fact, it has to be if Apple really wants Maps to succeed. Yes, the debut of the app was widely — and pretty much justifiably — pictured as a fiasco, but unless someone is asleep at the wheel, Apple is working hard to fix the problems. And, hopefully, bring Maps to the Mac.
After all, if Apple isn’t going to support Maps with all their guns, they might as well forget it and just let Google Maps rule. Of course, this is more than just a map issue. Location awareness is critical to mobile devices.
It’s a shame — and a bit of a mystery — why Apple didn’t aggressively work with auto makers and delivery operations for additional location data for Maps. Imagine the info they could have had if they had aggressively worked with such folks to have gotten their tech/services into those areas? Ditto with boats and planes.
If Apple won’t work directly with car makers (like Microsoft is doing with Ford), perhaps they should engage a third party to implement core Apple technologies into their vehicles. Obviously that’s more than just Maps, but Maps would be a huge part of it.
Perhaps Apple could set up a group that handles third parties. Then they could recruit and support those guys for building Apple tech into vertical markets.