Apple continues its maps buying spree with the acquisition of Embark, the development firm with 10 transit-related apps in the App Store, according to Jessica Lessin. Back in November, the company received an investment boost from BMW, but now it looks like Apple will be integrating the information directly into the Apple Maps application:
We don’t know how much Apple paid for the several-person team it acquired very recently. But we heard from people knowledgeable about the deal that the company plans to directly integrate Embark’s technology into Apple Maps.
Apple has confirmed the deal to Jessica Lessin.
The deal comes just a month after Apple acquired Hopstop and Locationary. Back in 2009, Apple purchased Placebase to add to their Maps team. Since then, Scott Forstall left the company and Apple executive Richard Williamson, who led the initial Apple Maps team, was fired by SVP Eddy Cue after the disastrous launch that still plagues the application’s reputation.
Interestingly enough, the founder of Embark Inc., David Hodge, previously worked at an Apple Store.