Apple Maps manager fired after customer outrage

Apple has reportedly fired the manager responsible for its controversial mapping software, as it seeks to win back disgruntled users who have experienced glitches with the software since its September release.

Senior vice-president Eddy Cue, who took over last month as part of a management overhaul, has pushed out Richard Williamson, the manager of the maps team, sources familiar with the move told Bloomberg.

Although no public announcement has been made by Apple, it is reported that Cue has urged TomTom BV (TOM2) to fix the landmark and navigation data it shares with Apple.

Apple devices previously came with Google Maps, but as competition from Google and its Android operating system intensified, Apple decided to drop the search giant's maps technology in favour of its own. It unveiled the technology as part of its latest operating system, iOS.6, which came preinstalled on the iPhone 5.

However, the technology was marred by inconsistencies, prompting many iPhone and iPad owners to hold back on updating their software and stick with Google Maps.

Such was the outcry over the error-prone maps tool, that Apple took the unusual step of issuing a personal apology from the CEO.

"We are extremely sorry for the frustration this has caused our customers and we are doing everything we can to make maps better," Apple's CEO Tim Cook said in the statement.

Williamson is not the first member of the mapping team to be pushed out, as in October the firm announced that senior vice president of iOS Scott Forstall was to leave to company. He was closely linked with iOS Maps, showing off the feature personally at the iPhone 5's launch last month.