Apple reportedly using its retail employees to improve iOS 6 Maps data

Apple got itself in a pickle with iOS 6 Maps. After ending its mapping relationship with Google, the company put together its own backend to Maps, only to have it universally panned. Misplaced landmarks, missing towns, and melted bridges are some of the more egregious examples of the app’s shortcomings.
After CEO Tim Cook apologized to customers, it appears that Apple is trying a novel approach to the problem. MacRumors reports that the company is trying to improve the mapping data by tapping into its army of nearly 40,000 Apple Store employees.
Details are scant on Apple’s methods, but participating stores will reportedly commit 40 hours of weekly staff time to the project. They will "manually examine" their respective areas’ mapping data, and submit corrections to an internal Apple database.