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Apple Inc.'s move to replace Google Inc.'s mapping software with its own on its mobile devices sparked a world-wide consumer backlash, marking a rare strategic blunder by a company more accustomed to rave reviews from users.
蘋果(Apple Inc.)在其移動設(shè)備中用自己研發(fā)的地圖程序取代了谷歌(Google Inc.)的地圖軟件的做法引發(fā)全球消費者的強烈反響，標志著這家已經(jīng)習(xí)慣聽到用戶溢美之詞的公司出現(xiàn)了一個罕見的戰(zhàn)略失誤。
As Apple prepped its stores for the first sales of the iPhone 5 on Friday, the company faced vociferous complaints from consumers over the mapping application it released this week, which replaces the Google maps that have been part of the iPhone since the device's 2007 release. The new maps come installed on the iPhone 5, and will be seen by other users who upgrade their iPhones and iPads to the company's latest iOS 6 mobile operating system.
就在蘋果的零售門店積極為本周五開售iPhone 5做準備的同時，該公司也面臨消費者對其本周發(fā)布的地圖應(yīng)用程序的強烈抱怨。蘋果地圖取代了自2007年iPhone面世以來就預(yù)裝的谷歌地圖。iPhone 5將預(yù)裝新的蘋果地圖，而將iPhone和iPad升級到蘋果最新iOS 6移動操作系統(tǒng)的用戶見到的也將是蘋果地圖。
The criticism poured in world-wide as users of the new maps found misplaced labels for businesses and landmarks, cities with missing roads and erroneous features like a fractured river in Ann Arbor, Mich. Searches for certain terms, such as 'Haneda Airport' in Tokyo, returned no results.
來自世界各地的批評如潮水般涌來，因為使用新地圖的用戶發(fā)現(xiàn)了種種問題，比如要找的店鋪和標志性建筑被放錯了位置標簽；在地圖中找不到很多城市的道路；出現(xiàn)錯誤的地理特征，比如地圖顯示美國密歇根州安娜堡市出現(xiàn)了一條斷流的河；搜尋某些地點比如東京“羽田機場”卻沒有結(jié)果。
Complaints of the application came amid praise for the new iPhone and mobile software as consumers and bloggers took to dozens of websitesincluding Facebook, Twitter and a newly created blog sarcastically called 'The Amazing iOS 6 Maps'to circulate screen shots of the mapping errors and comparing them to Google's service.
就在外界稱贊新iPhone和蘋果手機軟件的同時，用戶對蘋果地圖的抱怨也不絕于耳。消費者和博客作者在數(shù)十個網(wǎng)站上傳顯示蘋果地圖種種錯誤的截屏，并將蘋果地圖和谷歌地圖進行對比。這些網(wǎng)站包括Facebook、Twitter以及一個剛剛建立的、專門諷刺蘋果地圖的博客，名叫“神奇的iOS 6地圖”。
But more than an embarrassment, the misstep highlights Apple's challenge as it takes on Google and others with Web services.
但失誤帶給蘋果的不僅僅是尷尬，也凸顯了蘋果在網(wǎng)絡(luò)服務(wù)領(lǐng)域同谷歌和其它對手展開競爭時所面臨的挑戰(zhàn)。
While the two Silicon Valley companies were once on good terms, they began encroaching on one another's turf in recent years and are now fighting to take the lead in the fast-growing mobile software and device market. Google today makes Android mobile software, which competes with Apple's mobile operating system.
盡管蘋果和谷歌這兩家硅谷公司曾經(jīng)關(guān)系和睦，但近年來他們開始涉足對方的業(yè)務(wù)領(lǐng)域，如今又在快速增長的移動操作系統(tǒng)和設(shè)備市場展開激烈競爭，以期獲得領(lǐng)頭地位。谷歌如今主推同蘋果手機操作系統(tǒng)競爭的安卓(Android)系統(tǒng)。
Apple spokeswoman Trudy Muller said the company knows its map service is a major initiative and designed it so that it would get better as more people use it.
蘋果發(fā)言人穆勒表示，蘋果知道地圖服務(wù)是新推出的一項重大舉措，而且隨著更多用戶使用蘋果地圖，它會變得越來越好。
'We appreciate all of the customer feedback and are working hard to make the customer experience even better,' she said.
穆勒說，我們感謝所有用戶的反饋意見，我們正在努力提升用戶體驗。
Maps are a key element of the rivalry between the two companies. Mobile ads associated with maps or locations are a big business, estimated to account for about 25% of the roughly $2.5 billion spent on ads on mobile devices in 2012, up from 10% two years ago, according to Opus Research.
地圖是兩家公司之間競爭的一項關(guān)鍵業(yè)務(wù)。與地圖或位置服務(wù)關(guān)聯(lián)的移動廣告是一塊很大的業(yè)務(wù)，據(jù)研究顧問機構(gòu)Opus Research估計，2012年消費者花在移動設(shè)備廣告上的支出約為25億美元，而與地圖或位置服務(wù)關(guān)聯(lián)的移動廣告帶來的收入在其中占比約為25%，而兩年前這一比例還只有10%。
Apple's iPhone has been preloaded with Google Maps since it first went on sale, and it was the default mapping app on the iPad. More than 90% of U.S. iPhone owners use Google Maps, but as tensions rose between the two companies over competitive products and features, Apple decided to go its own way.
自首次面世銷售以來，蘋果iPhone就一直預(yù)裝谷歌地圖，這也是iPad默認的地圖應(yīng)用程序。超過90%的美國iPhone用戶使用谷歌地圖。但隨著蘋果和谷歌在相互競爭的產(chǎn)品和功能上對立的緊張局勢不斷升級，蘋果決定開發(fā)自己的地圖。
Starting in 2009, Apple began acquiring several companies to build its mapping technology. Its new maps app also uses information from Dutch navigation system maker TomTom NV TOM2.AE -4.17%.
從2009年開始，蘋果開始收購多家公司以打造其自己的測繪技術(shù)。蘋果最新的地圖應(yīng)用程序還使用了荷蘭導(dǎo)航系統(tǒng)制造商TomTom NV的信息。
Lea Armstrong, a spokeswoman for TomTom, said the company supplies its maps to Apple but said handset manufacturers typically are responsible for additional features and visual imagery shown in an application.
TomTom公司的發(fā)言人阿姆斯特朗說，該公司向蘋果提供地圖服務(wù)，但她說地圖應(yīng)用程序中的附加功能和視覺圖像通常是由手機制造商負責(zé)的。
Apple released the iOS6 software for several models of the iPhone and iPad on Wednesday, booting Google Maps in the process. Google has yet to make Google Maps available to download as a separate app for the devices.
周三，蘋果公司發(fā)布了適用于多個型號的iPhone和iPad的iOS 6操作系統(tǒng)，同時移除了系統(tǒng)中的谷歌地圖。谷歌目前尚未將谷歌地圖作為一個單獨的應(yīng)用程序供蘋果設(shè)備下載。
People quickly took to social networks and formed online groups such as 'Give me back my Google Maps' to criticize what they perceived as a lack of expected features and inaccurate information in Apple's new maps app. A zoomed-in map of the campus of the University of Missouri in Columbia, for example, didn't show or identify any buildings like Google Maps does.
人們很快跑到社交網(wǎng)站上組成“還我谷歌地圖”等網(wǎng)絡(luò)群體，抨擊蘋果的地圖，說它缺少一些本來應(yīng)有的功能，且信息不準確。比如密蘇里大學(xué)哥倫比亞分校的校園地圖在放大之后，就不像谷歌地圖那樣顯示任何建筑的圖像或名稱。
In Japan, some searches in Japanese ran into language problems, with several geographic points in the coastal city of Iwakuni in Yamaguchi Prefecture only offered in Korean. Haneda Airport, one of Tokyo's two major airports, was incorrectly dubbed Daio Paper Corp., 3880.TO -3.00%the name of Japan's leading tissue maker.
在日本，用日文搜索會碰到一些語言問題，山口縣沿海城市巖國市的多個地理位置只有朝鮮文顯示。東京兩大機場之一的羽田機場被誤標為日本面巾紙生產(chǎn)行業(yè)領(lǐng)軍企業(yè)大王制紙株式會社。
In Hong Kong, customers found Apple's maps software displayed the wrong location for Queen's Pier, a boat terminal in the city's financial districtthough the location for a nearby Apple Store was correct.
在香港，用戶發(fā)現(xiàn)蘋果地圖標錯了金融區(qū)皇后碼頭的位置，而附近一個蘋果專賣店的位置倒是標對了。
Apple's mapping efforts remain nascent compared with those of Google, which began offering maps in 2005. Google has improved its maps over time, sending employees around the globe, taking photos of streets, collecting data about where things are and continuously updating its information.
谷歌在2005年就開始提供地圖服務(wù)，相比之下，蘋果在地圖測繪方面的努力仍顯稚嫩。隨著時間的推移，谷歌不斷完善地圖。它派遣員工前往世界各地拍攝街道照片、收集位置數(shù)據(jù)，并持續(xù)更新信息。
While Apple booted Google Maps from iOS6, users have found Google hasn't indicated yet when its service will be downloaded for iOS6 users.
在蘋果從iOS 6刪除谷歌地圖的時候，用戶發(fā)現(xiàn)谷歌還沒有表明它的地圖服務(wù)何時能讓iOS 6用戶下載。
Google spokesman Nate Tyler said the Mountain View, Calif., company's goal is to make its maps application available to everyone who wants it 'regardless of device, browser, or operating system.' He declined to comment on whether Google was preparing an app for the iPhone.
谷歌的發(fā)言人泰勒說，公司的目標，是讓所有想用的人都能夠用上它的地圖應(yīng)用，而不管終端、瀏覽器或操作系統(tǒng)是什么。他拒絕評論谷歌是否正在為iPhone開發(fā)應(yīng)用程序。
Simon Thompson, director of global business solutions at mapping company Environmental Systems Research Institute Inc., said customers now expect their phones to easily locate and direct them. Apple, he said, will need to spend time updating its maps. Part of that process is releasing the app to the public and receiving data from customers who use the product, he said.
地圖公司Environmental Systems Research Institute Inc.全球商業(yè)解決方案負責(zé)人湯普森說，現(xiàn)在用戶都希望自己的手機能夠方便地定位、指路。他說，蘋果需要花時間對地圖服務(wù)進行升級；升級的部分措施，是將應(yīng)用程序向公眾開放，從使用這一產(chǎn)品的用戶那里收集數(shù)據(jù)。
'We've forgotten the complexity and effort that goes into making that (maps) work,' Mr. Thompson said.
湯普森說，我們已經(jīng)忘記了讓地圖發(fā)揮作用的復(fù)雜性，以及所需要的努力。
Some consumers said they would hold off buying the iPhone 5 because of Apple's maps application. Tom Hollings, a 34-year old freelance film and television producer from London, saidthat after he downloaded iOS 6 to his iPhone 3GS on Thursday morning, he discovered Google's popular Street View was no longer available. When he tried to look up train times and directions, they also weren't available. Mr. Hollings said he won't upgrade to an iPhone 5 until Apple's maps app improves or Google releases its maps app for the phone. He added that he downgraded his Apple software to an older version to get Google's maps back.
一些消費者說，因為蘋果地圖的關(guān)系，他們會暫緩購買iPhone 5。倫敦34歲的自由影視制作人霍林斯說，周四上午他將iOS 6下載到自己的iPhone 3GS手機上之后，發(fā)現(xiàn)谷歌備受歡迎的“街景”再也用不了了。他想查找火車時刻表和路線，結(jié)果也查不了�；袅炙拐f，要等到蘋果完善地圖服務(wù)或谷歌推出iPhone地圖之后，他才會升級到iPhone 5。他還說，為了重新用上谷歌地圖，他已經(jīng)把iOS 6“降級”到早前的一個版本。
'Maps is the app I use most because it has where am I, where am I going and what's near me,' he said.
他說，地圖是我用得最多的程序，因為通過地圖可以顯示我在哪里，我要去的地方在哪里，以及附近有些什么。
Shaw Wu, an analyst at Sterne Agee, said that he viewed Apple's maps application as similar to its iTunes media and apps stores. 'It seems Apple is not as interested in making money off this,' he said, adding that whatever amount of money Apple might make would not be material to its estimated $156 billion in sales this year. Still, he said, it's clearly aimed at Google. 'It's a feature and differentiator,' he said.
券商Sterne Agee的分析師Shaw Wu說，在他看來，蘋果的地圖應(yīng)用和它的媒體與應(yīng)用程序商店iTunes差不多。他說，蘋果從中賺錢的興趣似乎都沒有那么高。他還說，不管蘋果可能會從地圖中掙到多少錢，這些錢對于它今年1,560億美元的預(yù)期銷售額來說都無關(guān)大局。但他認為，推出地圖服務(wù)明顯是針對谷歌。他說，這是一項特色，一個差異化特征。
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CRAIG YORK Wrote:
Used it and its vector constant refresh is amazing! I can also read the name of the street below the blue line. Way better than Google maps, and its the 1st iteration! Apple rocks forever!!!!!! In line for the i5, life is sweeeeeet!!!!!
使用過了，它不停更新的速度讓我感到震驚！我同樣也能在藍線下面讀到接到的名字。比谷歌地圖好，蘋果永遠在進步！在通往iphone5的道路上生活如此甜蜜�。�！
Joseph Grcar Wrote:
Aha ha ha ha!. It begins. Time to sell your Apple stock.
啊哈哈哈！開始了，是時候賣掉你的蘋果股票了。
Chris Herrmann Wrote:
It's an App! "People in line for the new iPhone dispute map angst." Are you kidding me?? Lol. Idiots.
這是蘋果！“人們即將得到地圖有爭議的新iphone”。你在開玩笑嗎？？哈哈，傻子。
Shaye Yungster Wrote:
You can access google maps in IOS 6 through safari. In fact I put a google maps icon on the iphone desktop and it works just as well as before.
你能通過ios6系統(tǒng)的蘋果瀏覽器找到谷歌地圖。事實上我把一個谷歌地圖的圖標放在了蘋果桌面上，能和以前一樣使用。
Gregory Prather Replied:
Except you can't use streetview.
(回樓上)除了你不能使用街景。
Richard O'Conor Replied:
no navigation either, as in android
(回樓上)和安卓一樣，也沒有導(dǎo)航。
Perry Palmer Wrote:
Oh, oh, maybe Apple is getting smug again. Remember the nineties?
哦，哦，也許蘋果又在變得自以為是了。記得九十年代嗎？
Rich Corbett Wrote:
I regret updating to iOS 6. I'm not sure the improvements were worth getting stuck with Apple's Maps. Hold off if you are still running iOS 5.
我后悔更新到ios6兩。我不確定這種更新是否值得因為不得不接受蘋果地圖。如果你還在使用ios5拖延住。
Vani Kumar Wrote:
Apple maps cannot be wrong. It is that the streets and businesses that are located in wrong places.
Apple has changed the world. Literally.
蘋果的地圖不可能錯誤。肯定是街道和商戶在錯誤的地方。
蘋果簡直改變了世界。哦，蘋果改變世界
哦，蘋果改變世界
你咋帶羅馬隊的帽子，紫百合呢
這樣的樓主才是好樓主
你咋帶羅馬隊的帽子，紫百合呢
反裝忠啊
作為我最喜歡的球星之一，你居然玩反裝忠
CCQ吧
累了，感覺不會再忠誠了
作為我最喜歡的球星之一，你居然玩反裝忠
CCQ吧
累了，感覺不會再忠誠了
身在羅馬，心在佛羅倫薩啊，我拿個冠軍就走的
看看他有意見嗎
看看他有意見嗎