Apple's senior vice president of Internet Software and Services Eddy Cue, who took charge of map software last month, has urged partners to improve data amid an escalating rivalry with Google. 
Cue, 48 pushed out maps supervisor Richard Williamson in a management shakeup soon after taking over the program, said people familiar with the situation.
According to a report by Bloomberg, Cue is seeking advice from outside map-technology experts and prodding maps provider TomTom to fix landmark and navigation data it shares with Apple.
The iPhone maker is under pressure to remedy mapping software widely faulted for unreliable landmark searches, routes that get users lost and a lack of public-transit directions.
Building confidence in the tools is crucial as Google prepares its own downloadable mapping application for the iPhone and iPad, threatening to lure users and ad dollars away from Apple , the Sydney Morning Herald reports.
While flaws in Apple's map program haven't dented sales of the iPhone 5, which was introduced in September, the shortcomings were an unusual public misfire that forced chief executive officer Tim Cook to apologise to customers, the paper said.
The bungled introduction of the new mapping features also contributed to the ouster of mobile-software chief Scott Forstall, whose departure was announced in October, it added.