iPhone maker's Apple Maps platform to get spruced up with transit startup Embark.
The launch of Apple Maps was a huge embarrassment for all involved. You may remember that it arrived on iOS 6 to replace Google Maps, but moved towns to the opposite sides of the country and so on.
Apple's CEO Tim Cook has since been forced to admit the service was lacklustre, which is why it acquired indoor GPS company WifiSLAM for $20m in March, following it up with the buyout of location startups HopStop and Locationary just last month.
The iPhone maker has now purchased Embark, a creator of transit smartphone apps that support public transport, according to Jessica Lessin. The technology will be fused into Apple Maps, as Apple looks to take on Google Maps.
Embark launched in 2011 and has developed apps for iOS and Android that help with navigating New York, San Francisco and Chicago. Google OS users, however, may be disappointed to find that the Android apps have been disabled.
BMW invested in Embark in November 2012, at which time the startup boasted more than half a million downloads.