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.
苹果(Apple Inc.)在其移动设备中用自己研发的地图程序取代了谷歌(Google Inc.)的地图软件的做法引发全球消费者的强烈反响，标志着这家已经习惯听到用户溢美之词的公司出现了一个罕见的战略失误。
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.
就在苹果的零售门店积极为本周五开售iPhone 5做准备的同时，该公司也面临消费者对其本周发布的地图应用程序的强烈抱怨。苹果地图取代了自2007年iPhone面世以来就预装的谷歌地图。iPhone 5将预装新的苹果地图，而将iPhone和iPad升级到苹果最新iOS 6移动操作系统的用户见到的也将是苹果地图。
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.
来自世界各地的批评如潮水般涌来，因为使用新地图的用户发现了种种问题，比如要找的店铺和标志性建筑被放错了位置标签；在地图中找不到很多城市的道路；出现错误的地理特征，比如地图显示美国密歇根州安娜堡市出现了一条断流的河；搜寻某些地点比如东京“羽田机场”却没有结果。
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.
就在外界称赞新iPhone和苹果手机软件的同时，用户对苹果地图的抱怨也不绝于耳。消费者和博客作者在数十个网站上传显示苹果地图种种错误的截屏，并将苹果地图和谷歌地图进行对比。这些网站包括Facebook、Twitter以及一个刚刚建立的、专门讽刺苹果地图的博客，名叫“神奇的iOS 6地图”。
But more than an embarrassment, the misstep highlights Apple's challenge as it takes on Google and others with Web services.
但失误带给苹果的不仅仅是尴尬，也凸显了苹果在网络服务领域同谷歌和其它对手展开竞争时所面临的挑战。
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.
尽管苹果和谷歌这两家硅谷公司曾经关系和睦，但近年来他们开始涉足对方的业务领域，如今又在快速增长的移动操作系统和设备市场展开激烈竞争，以期获得领头地位。谷歌如今主推同苹果手机操作系统竞争的安卓(Android)系统。
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.
苹果发言人穆勒表示，苹果知道地图服务是新推出的一项重大举措，而且随着更多用户使用苹果地图，它会变得越来越好。
'We appreciate all of the customer feedback and are working hard to make the customer experience even better,' she said.
穆勒说，我们感谢所有用户的反馈意见，我们正在努力提升用户体验。
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.
地图是两家公司之间竞争的一项关键业务。与地图或位置服务关联的移动广告是一块很大的业务，据研究顾问机构Opus Research估计，2012年消费者花在移动设备广告上的支出约为25亿美元，而与地图或位置服务关联的移动广告带来的收入在其中占比约为25%，而两年前这一比例还只有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.
自首次面世销售以来，苹果iPhone就一直预装谷歌地图，这也是iPad默认的地图应用程序。超过90%的美国iPhone用户使用谷歌地图。但随着苹果和谷歌在相互竞争的产品和功能上对立的紧张局势不断升级，苹果决定开发自己的地图。
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%.
从2009年开始，苹果开始收购多家公司以打造其自己的测绘技术。苹果最新的地图应用程序还使用了荷兰导航系统制造商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公司的发言人阿姆斯特朗说，该公司向苹果提供地图服务，但她说地图应用程序中的附加功能和视觉图像通常是由手机制造商负责的。
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，苹果公司发布了适用于多个型号的iPhone和iPad的iOS 6操作系统，同时移除了系统中的谷歌地图。谷歌目前尚未将谷歌地图作为一个单独的应用程序供苹果设备下载。
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.
人们很快跑到社交网站上组成“还我谷歌地图”等网络群体，抨击苹果的地图，说它缺少一些本来应有的功能，且信息不准确。比如密苏里大学哥伦比亚分校的校园地图在放大之后，就不像谷歌地图那样显示任何建筑的图像或名称。
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，用日文搜索会碰到一些语言问题，山口县沿海城市岩国市的多个地理位置只有朝鲜文显示。东京两大机场之一的羽田机场被误标为日本面巾纸生产行业领军企业大王制纸株式会社。
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，用户发现苹果地图标错了金融区皇后码头的位置，而附近一个苹果专卖店的位置倒是标对了。
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年就开始提供地图服务，相比之下，苹果在地图测绘方面的努力仍显稚嫩。随着时间的推移，谷歌不断完善地图。它派遣员工前往世界各地拍摄街道照片、收集位置数据，并持续更新信息。
While Apple booted Google Maps from iOS6, users have found Google hasn't indicated yet when its service will be downloaded for iOS6 users.
在苹果从iOS 6删除谷歌地图的时候，用户发现谷歌还没有表明它的地图服务何时能让iOS 6用户下载。
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.
谷歌的发言人泰勒说，公司的目标，是让所有想用的人都能够用上它的地图应用，而不管终端、浏览器或操作系统是什么。他拒绝评论谷歌是否正在为iPhone开发应用程序。
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.
地图公司Environmental Systems Research Institute Inc.全球商业解决方案负责人汤普森说，现在用户都希望自己的手机能够方便地定位、指路。他说，苹果需要花时间对地图服务进行升级；升级的部分措施，是将应用程序向公众开放，从使用这一产品的用户那里收集数据。
'We've forgotten the complexity and effort that goes into making that (maps) work,' Mr. Thompson said.
汤普森说，我们已经忘记了让地图发挥作用的复杂性，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.
一些消费者说，因为苹果地图的关系，他们会暂缓购买iPhone 5。伦敦34岁的自由影视制作人霍林斯说，周四上午他将iOS 6下载到自己的iPhone 3GS手机上之后，发现谷歌备受欢迎的“街景”再也用不了了。他想查找火车时刻表和路线，结果也查不了。霍林斯说，要等到苹果完善地图服务或谷歌推出iPhone地图之后，他才会升级到iPhone 5。他还说，为了重新用上谷歌地图，他已经把iOS 6“降级”到早前的一个版本。
'Maps is the app I use most because it has where am I, where am I going and what's near me,' he said.
他说，地图是我用得最多的程序，因为通过地图可以显示我在哪里，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的分析师Shaw Wu说，在他看来，苹果的地图应用和它的媒体与应用程序商店iTunes差不多。他说，苹果从中赚钱的兴趣似乎都没有那么高。他还说，不管苹果可能会从地图中挣到多少钱，这些钱对于它今年1,560亿美元的预期销售额来说都无关大局。但他认为，推出地图服务明显是针对谷歌。他说，这是一项特色，一个差异化特征。
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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!!!!!
使用过了，它不停更新的速度让我感到震惊！我同样也能在蓝线下面读到接到的名字。比谷歌地图好，苹果永远在进步！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！开始了，是时候卖掉你的苹果股票了。
Chris Herrmann Wrote:
It's an App! "People in line for the new iPhone dispute map angst." Are you kidding me?? Lol. Idiots.
这是苹果！“人们即将得到地图有争议的新iphone”。你在开玩笑吗？？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.
你能通过ios6系统的苹果浏览器找到谷歌地图。事实上我把一个谷歌地图的图标放在了苹果桌面上，能和以前一样使用。
Gregory Prather Replied:
Except you can't use streetview.
(回楼上)除了你不能使用街景。
Richard O'Conor Replied:
no navigation either, as in android
(回楼上)和安卓一样，也没有导航。
Perry Palmer Wrote:
Oh, oh, maybe Apple is getting smug again. Remember the nineties?
哦，哦，也许苹果又在变得自以为是了。记得九十年代吗？
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ios6两。我不确定这种更新是否值得因为不得不接受苹果地图。如果你还在使用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.
苹果的地图不可能错误。肯定是街道和商户在错误的地方。
苹果简直改变了世界。哦，苹果改变世界
哦，苹果改变世界
你咋带罗马队的帽子，紫百合呢
这样的楼主才是好楼主
你咋带罗马队的帽子，紫百合呢
反装忠啊
作为我最喜欢的球星之一，你居然玩反装忠
CCQ吧
累了，感觉不会再忠诚了
作为我最喜欢的球星之一，你居然玩反装忠
CCQ吧
累了，感觉不会再忠诚了
身在罗马，心在佛罗伦萨啊，我拿个冠军就走的
看看他有意见吗
看看他有意见吗