It’s not just Samsung or Nokia fans that have been taking hits at Apple’s recent products, as Motorola has joined the fun. While all of them have targeted the iPhone 5 with their campaigns, Motorola is particularly interested in making fun of one of the underperforming apps in iOS 6, Apple Maps in its latest ad.

Motorola’s #iLost ad campaign compares an iPhone 5 running iOS 6 with Apple Maps with one of its recently unveiled Android handsets, the Droid RAZR M running Ice Cream Sandwich with Google Maps. Unlike Samsung, which mentioned Apple’s new device by name in its comparison ad, Motorola calls the device simply #iLost, implying that users should use the hashtag across social services like Twitter and Google Plus. The Droid RAZR M is described as “the full-screen phone,” while the tag line of the ad clearly refers to Apple Maps inconsistencies. Accordingly, the Droid RAZR M shows you “the real world that’s fit for your hand.”

Since Motorola is now a Google subsidiary lead by a Google exec, we probably wouldn’t be wrong to assume that Google has had an indirect hand in this, in order to show consumers that its Google Maps app is superior to Apple’s own Maps app. Not that it’s wrong, considering the complex war between the two sides for market share and profits from the mobile ecosystem, with Google being interested more in the former while Apple focusing on profits instead.

Apple made Apple Maps an important feature of its new iOS version in order to ditch yet another Google service from its mobile platform. But so far Apple Maps has proved to be a hassle for users that have updated their devices to iOS 6. In fact there are plenty of sites taking hits at Apple for the issues experienced by Apple Maps users so far. Of course, expecting Apple to come out with a Google Maps reliable rival already is wishful thinking in the first place and problems should be expected by early adopters, as it takes a lot of work to develop such a complex mapping system.

What do you think of the Motorola ad?

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