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Apple acquires Embark, a transit app it recommended during the iOS Maps disaster

Darren Murph
August 22, 2013
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Remember that time Apple launched a new iteration of iOS with a godawful mapping app? Shortly after that, it also recommended that users in major metropolitan areas lean on third-party apps for mass transit navigation, given that iOS Maps had no such functionality. As it turns out, Embark was one of those app makers, and it has very much enjoyed the influx of attention that has arrived thanks to Apple's gaffe. Now, however, the small team will likely not be toiling on future Android apps, as Jessica Lessin is reporting that Embark has been acquired by Apple itself. It's unclear how much money changed hands, but one could surmise that Apple will be using Embark's technology to bolster its own mass transit routing -- an area where Google currently rules the roost. Will proper integration happen prior to iOS 7's release this autumn? It's doubtful, but we've sure seen crazier things happen.

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