The Apple maps fiasco brings to mind that old joke about what a European version of hell would be like: a place where the chefs are all English, the lovers are Swiss, and the Italians are left to make sure things run on time.

But like it or not, this is where the new mobile technology world could be headed. In the smartphone version of hell, the browsers and apps stores are modelled on a BlackBerry, the social networks are run by News Corp, and the hardware looks like the first Amazon Kindle. Apple’s new iPhone maps, which have a habit of mis-locating key buildings and public sites, are an honourable addition to this roster – though they will surely get better fast.