Another shakeup at Apple over maps, local fiasco

Harken back all the way to the iPhone 5 launch of a few months ago, and the addition of Apple Maps was one of the centerpiece debuts with the latest model of the revolutionary smartphone.

The inclusion ousted the popular Google Maps and represented the start of a battle for local search primacy between the two tech giants. However, since the Google Maps ousting, Apple Maps hasn't done much except lead to corporate shakeups due to its widely panned and criticized performance. Now, Apple has fired yet another executive in connection to the map fiasco and is seeking help from any able body on the matter, showing just how invested the company is in advancing its local SEO efforts.

According to Bloomberg, Apple has let go of Richard Williamson, the manager who oversaw the team in charge of map development. The report said that the push was led by Senior Vice President Eddy Cue, who had only taken over the position last month as part of a previous C-level reshuffling associated with the maps failure.

Now, Cue and Apple are said to be shopping for map-making advice from outside experts on the technology. It's an interesting development considering Apple's propensity to hold its cards very close to the chest. But it's also one clearly indicative of the importance that local search holds with the company if it has decided to reach out to others for help.

However, iPhone users desperate for a viable map program that is integral to their local searching habits won't have to wait long. Search Engine Land reported that a new Google Maps app that is compatible with the iOS 6 software that the iPhone 5 runs on will soon make its way to the phone. The program is currently mired in the approval process, and it's doubtful Apple will rush to include its newest competitor's clearly superior maps on its own phone.

The influence of local doesn't just extend to managers of the map system, the disaster that was the Apple Maps launch also took down Scott Forstall, the former mobile software chief, Apple mainstay and a confidant of the late Steve Jobs. The fact that a slip up in local could have such severe ramifications way up the corporate ladder is a testament to the growing emphasis placed on the local aspect of some of the most influential tech companies.