Apple has responded to widespread criticism of its new iOS Maps app, which features missing locations, mislabelled businesses and outdated information.
"We're just getting started".
Apple released its own mapping application in order to remove its dependence on Google, and cut down the use of data by moving to vector-based graphics.
It partnered with Yelp and TomTom among other companies for its own app, which features a typically 'pared down' user interface with fewer distractions and labels. The App, which was included in the iOS 6 upgrade, was released on Wednesda and also adds a new 3D satellite view, turn-by-turn navigation and greater integration with Siri.
But the Maps rollout has also been widely criticised, as businesses across the UK were being reported either missing, placed in the wrong location or up to 15 years out of date.
READ MORE: 10 Funniest iOS Maps Fails
Mistakes included ignoring the entire town of Stratford Upon Avon, listing locations of Woolworth's (which closed several years ago) and including a misplaced 'Aldwych Tube Station' in London which has been shuttered since 1994.
Apple said in response:
Customers around the world are upgrading to iOS 6 with over 200 new features including Apple Maps, our first map service. We are excited to offer this service with innovative new features like Flyover and Siri integration, and free turn by turn navigation. We launched this new map service knowing that it is a major initiative and we are just getting started with it. We are continuously improving it, and as Maps is a cloud-based solution, the more people use it, the better it will get. We're also working with developers to integrate some of the amazing transit apps in the App Store into iOS Maps. We appreciate all of the customer feedback and are working hard to make the customer experience even better.
But Apple may have taken the criticism to heart - it is currently listing almost 20 open positions at the company to work on improving its Maps offering.
Meanwhile the new iPhone 5, which has sold millions before its release via pre-orders, has gone on sale at Apple stores around the world.