Ha ha! Just kidding! Though I think the Ghost of Steve Jobs would probably be egotistical enough to refer to himself as, "The Ghost of Steve Jobs," the app did show me that the closest Microsoft Store was five miles away.
Of course, the store was in the middle of a river and the road to get there had a precarious spiral to who knows where, but at least I got SOMETHING back.
Ha ha! Just kidding! Again!
OK, so iOS 6 has landed on iEverythings everywhere, and Apple's native Maps application is, dare we say, NOT EVEN CLOSE to being good. Oh, shudder! Oh, the humanity! Wait - the hardcore Mac zealots will tell you everything is OK because it's NEW; the late Steve Jobs' "Reality Distortion Field" is certainly still out there. But, given the Maps application's kookiness demonstrated here or here, I would say things have a way to go before they are taken as a serious alternative to Google Maps, or even...MAPQUEST.
How could something like this happen? Everything Apple touches should turn to something more valuable than gold - like gold covered gold that is dipped in gold! Well, before we get ahead of ourselves, let's remember how well their MobileMe and Ping offerings fared...not so well as the Internet recalls.
Now, I love most of Apple's products as much as the next guy. I documented my history of my Apple ownage in a previous blog. But, their latest misstep with the Maps application makes me shake my head in bewilderment as to why they would want to do something so silly to begin with. I suppose if I were Tim Cook and was sitting at the top of 247 Bajillion Dollars of cash (uh oh - wait...it's now 248 Bajillion Dollars), ANYTHING should theoretically be possible to accomplish.
Except for that darn business theory we hear yammered about all the time by fresh-eyed, 26-year old hopelessly indebted MBA graduates making our Venti Mocha-whatevers at Starbucks:
Do one thing and do it well.
Apple is a CONSUMER ELECTRONICS company. Sure, it owns a really great operating system and makes some other nice software, but those are just things you get to use when you buy their GORGEOUS (favorite Apple adjective alert!) computers or iSomething-or-Others. Maps, MobileMe, and Ping, as you can probably surmise, are (or were) NOT consumer electronics offerings, but more informationally-oriented services that require a completely different mentality in how they are created, cared for, and fed. And guess who has proven they know how to dominate doing stuff like that?
You guessed it - AOL.
Ha ha! Just kidding again! It's Google, silly. And Apple should let bygones be bygones, suck up whatever licensing fees they have to pay the Google Maps folks for turn by turn directions and whatever else, then go back to that whole consumer electronics thing they are into.
Maybe then they will regain some lost design chutzpah and put more effort into creating new and exciting things we can get excited about again for reasons beyond a new data connector or longer screen. But that's a debate for a different time...