Apple are considering inviting users to anonymously record locations like restaurants, stores and clubs in order to improve the local search engine in their iOS Maps software. The plans to allow user-provided data is revealed in a new patent application published by the U.S. Patent and Trademark Office.
The patent, titled “Relevancy Ranking for Map-Related Search” describes how an Apple handheld devices such as iPhone will find hotspots and popular destinations allowing it to improve search results when users are looking for a specific location via the GPS function in the iOS Maps application.
The current map-based searches offer poor results and user rankings are usually based on the opinions of relatively few people who take the time to review a location, through services such as Yelp. Apple intend to improve their Map service by inviting bar owners etc to submit the location of their establishment together with allowing Apple users to anonymously submit reviews and rank it accordingly.
By giving users the opportunity to share their experiences and information about recorded locations, Apple´s map service will offer a more effective service, not unlike popular and trusted websites such as Trip Advisor which many travellers rely heavily on.
In addition, search results that are ordered through paid advertising will not represented as fraudulent claims can be made by owners and mask how good or popular a destination may be. Apple’s solution is to find popular destination by allowing users to opt in to a service that would periodically share their location data, anonymously, with a time stamp that gives up-to-date information.
Apple has also bought its own mapping companies, Placebase and Poly9, to boost its Maps application and have announced they are looking to build “exciting new features” for iOS location services. Furthermore, they are in the process of seeking out an expert in “navigation algorithms” to help achieve their goals.
However, there is a drawback to Apple´s iOS Map service that users should be aware of. When submitting a review, even anonymously, the user´s device is assigned a user ID, recorded and stored in a location database which allows your device to be tracked wherever you go. The file lodged at the patent office reads:
“Data can be anonymously recorded and tracked for individual devices by assigning the device a unique identifier that is separate from any user information. One way to do this is to alert the handheld communication device of its unique ID, and the handheld communication device can report data long with its unique ID. In this way, the server will only be tracking the movements of an anonymous user based on an ID.”
Apple say the ID initiative based on the location data is so they can collect and compile information from millions of users into a “location-popularity index.” This index would be used to rank locations that have been reviewed based on the scores given by users, thus the most popular venues will be at the top. The patent goes on to explain:
“It can be assumed that a person who visited a restaurant for over an hour ate at the restaurant. If many users did the same thing, it can be assumed that many users ate at the restaurant.”
Apple also go on to say that this data could also be used to recommend new locations to an individual that are considered similar to the venue they are in based on the crowd-sourced data presented by users.
What this means is in reality is your iPhone becomes an electronic tagging device like the ankle bracelets worn by prisoners on day release. You don´t have to submit a review for Apple monitors to now where you are and where you have been.
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