Apple Inc. (NASDAQ:AAPL) is in a buying mood. The Cupertino, California based company completed another acquisition recently, and brought Coherent Navigation, a company specializing in Global Positioning System mapping, into the Apple Inc. fold. At this time there is no information about what Apple paid for Coherent Navigation.
Coherent Navigation Inc is a provider of space based navigation systems and services. The Company offers satellite navigation hardware and software that delivers precise, secure, accurate positioning, timing, and communication solutions. It should be a great addition to Apple as the company is still haunted by jokes about it’s own glitchy map product launched way back in 2012.
As always, all Time Cook and his team have had to say about the purchase was that “Apple buys smaller technology companies from time to time.” As with everything the company “does not generally discuss out purpose or plan.” It’s not all that difficult to guess the purpose behind the Coherent acquisition, however.
The purchase of Coherent Navigation brings to mind the Google Maps vandalism from earlier this year. A reworking of the map scratched a Google Android model urinating onto the Apple Logo into the Google Inc (NASDAQ:GOOG), (NASDAQ:GOOGL) version of the earth’s surface. Apple is still behind Google in the mapping department, and this purchase may help it catch up.
Apple buys Coherent Navigation
Coherent Navigation Chief Executive Paul Lego apparently joined the Apple Maps team in January, according to his profile on LinkedIn. Daisuke Wakabayashi from the Wall Street Journal spotted the alteration.
The company was founded in San Francisco in 2008, and its website has been entirely removed since April. One of the company’s last blog posts shared that some exciting changes were set to come from the company. Those changes, it seems, were never officially announced by Mr. Lego and his compatriots.
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Brent Ledvina, the founder of Coherent Navigation and its Vice President in charge of business development, lists on his LinkedIn profile that he’s been working at Apple since April 2015. It seems that Cupertino set the wheels in motion for this acquisition some time at the beginning of the year, but only completed the buy last month.
Mr. Ledvina’s profile says he is “working on location technologies” at Apple. Mr. Lego lists his job as “part of the Apple Maps team.” Coherent Navigation’s GPS system is apparently expert at pinpointing location down to just a few centimeters. That could be incredibly important for Apple as it looks for an edge in the maps race.
Making maps better at Apple
Apple released it’s own Map product in June of 2012 and it became a laughing stock for it’s numerous fails and glitches.
Apple quickly fixed the problems that arose with its mapping service right after launch, but that doesn’t mean that the company is going to stop improving its product. The firm is still far behind Google Maps in terms of popularity, and mapping is a powerful service on mobile devices.
Apple has also, in recent years, brought companies like BroadMap, Embark and HopStop in by acquisition in order to boost its mapping prowess. These buys are known as “acqui-hires,” acquisitions in which the talent being brought on board is just as, if not more, important than any other asset owned by a business.
According to a comScore report on the world of mapping, two thirds of iPhone owners prefer to use Google Maps over the native service offered by Apple. That’s a problem for Cupertino, demonstrating that, in the eyes of customers, the quality of the service is not up to scratch.
A new “Killer App” for Apple Maps, such as accuracy good enough to provide indoor navigation, could be just what’s required from the company.
Gene Munster at Piper Jaffray thinks that Apple may try to buy Yelp Inc. (NYSE:YELP). A hyper-accurate mapping system could go incredibly well alongside the iBeacon and the customer-business review network.
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