Apple and Foursquare are reportedly in early talks to integrate the check-in site's local data into the Maps app.
As reported by the Wall Street Journal, which cited sources familiar with the discussions, the two companies could join forces to add local services to the much-maligned Apple app.
Following last week's release of Google Maps for iOS, Cupertino will need to up its game if it expects people to use its application, which has even left some users stranded after following directions on their iPhone.
Apple and Foursquare did not immediately respond to PCMag's requests for confirmation or comment.
Foursquare's popular location-based application was rebuilt this summer with smarter recommendations, faster check-ins, and more activity. It now carries more than 20 million registered users and countless business listings and destination data — hot commodities for Apple.
As the Journal pointed out, the alleged talks with Foursquare "represent a strategic shift" for Cupertino. The company relied on Google's mapping data for years, but cut ties with the search giant this summer with the release of iOS 6, which replaced Google Maps with Apple Maps. It was a rather lackluster debut, however, and Apple CEO Tim Cook apologized for the Maps app just days after the update was released.
The iPhone maker already joined forces with Yelp this summer, creating built-in support for users to "check in" with the social reviews site. The move was seen as an effort to challenge companies with similar services, like Foursquare and Facebook. But now, an Apple-Foursquare partnership could lend a rival to the popular Google Maps.
Though it works in theory, the alliance may not work out exactly as Cupertino plans. According to the Journal, four-year-old Foursquare's growth rate has slowed as other companies like Faceook launched similar check-in features. Despite claims of 25 million registered users, only about 8 million use the app at least once a month, the paper reported.
In early March, Foursquare dropped its Google Maps integration in favor of the crowd-sourced mapping platform OpenStreetMap — essentially a Wikipedia-like effort to create free world maps with data provided by users.
For more, see PCMag's full review of Google Maps for iPhone and 10 Alternatives to Apple iOS 6 Maps for the iPhone 5.
For more from Stephanie, follow her on Twitter @smlotPCMag.
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