Read original article on: The Verge
Coherent Navigation, a San Francisco-based company specializing in high-accuracy GPS and navigation technologies, has been acquired by Apple, joining the long list of mapping and navigation startups that the Cupertino company has bought recently, which includes Locationary, Embark, Hop Stop, WifiSLAM, and BroadMap.
No specific details of the acquisition have surfaced so far, so it remains unclear whether the acquisition was primarily for talent or technology. However, given the specialty of Coherent Navigation, it is safe to assume that Apple is looking to improve its location services, which includes the faulty Apple Maps but also extends to all other apps that utilizes GPS services in iOS system.
For brands, an improved system-wide location service would mean more accurate proximity-based targeting, which would result in great marketing opportunities to better serve the consumers in hyperlocal markets.