Apple wants to get on a better footing with its maps application ? which has been badly received ? and is reportedly in discussions with foursquare to integrate its local data. However, Google?s recent release of a new maps app for the iPhone makes the challenge even more daunting.

Apple needs local data such as foursquare offers to make its mapping app relevant for users and to support is mobile ad business. Winning over iOS users to Apple?s mapping services will be even more challenging following the release of Google?s new map app for the iPhone, which saw 10 million downloads within 48 hours of its release last week.

"Eventually, yes - Apple can catch up- but they need to invest in the infrastructure to do mapping effectively - this is a true business model that is not a simple one off APP strategy," said Steve Timpson, president of SiteMinis, Atlanta. "To that extent, solid mapping architecture will lead to a variety of profitable integrations-but this has to be a core competency strategy, not an off shoot.

"Apple got caught flat footed with a less than acceptable mapping APP and consumers voted with the downloads," he said.

"The Apple brand gets effected when arrogance takes over from common sense. Apple must take the user experience for the app as seriously as they have taken the form factors for mobile into account, someone internally sold leadership a bill of goods on this one."

A good fit
Foursquare would be a good fit for Apple because the social network has built a large database of business listings and also have information about which places users likes as well as user-generated reviews. This information, if integrated into Apple Maps, could help the maps service stand out and attract users.

Apple Maps already integrates data from restaurant location and review service Yelp.

Apple has also reportedly been talking to a number of other companies that collect local data.

Apple?s maps service was launched in September, replacing Google Maps as the default service for iOS 6 users. However, the service has been so poorly received that Apple CEO Tim Cook publicly apologized for the quality of the product.

Siri, Apple?s other foray into providing local information to users, has also met with mixed reviews.

Google's mapping prowess
In the mean time, Google continues to show its strength in mobile mapping services.

By early November, m ore than half of iOS 6 users were using Google Maps either exclusively or some of the time over Apple Maps, according to recent data from RealityMine.

Any deal with Apple could also be good news for foursquare, which made a big splash when it came on the scene a couple of years with its ability to enable users to check-in at locations. However, the popularity of standalone check-in services has waned more recently as mobile users become more sophisticated and look for more well-rounded offerings.

"It is critical for Apple to fix the problems with its map application if it wants to supplant Google as a map application," Mr. Timpson said.

"Yes, Apple is taking the necessary steps by allowing Google maps back in the APP store," he said.

"Apple does not have the infrastructure in place to take out Google maps and the brand damage has to be addressed, thinking that people would replace google maps with an Apple product that didn?t work as well was a mistake."

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York