Apple's hotly-anticipated iPhone 5 may be making all the right noises, but the Cupertino-based company's new Apple Maps app for iOS 6 has received heavy criticism for its imperfections. Recently, Google-owned Motorola Mobility launched a "#iLost Campaign" on Google Plus, Twitter, and Facebook , which takes pot-shots at Apple's Maps application.

"Looking for 315 E 15th in Manhattan?" reads the print ad. "Google Maps on Droid RAZR M will get you there & not #iLost in Brooklyn." The ad goes on to advertise "the real world that's fit for your hand" accompanied by a side-by-side comparison of detailed screenshots of the Google Maps with Apple Maps.

With the iOS 6, Apple chose to drop Google Maps in favor of its own version, in a bid to reduce the company's dependency on Google. However, iFans have noted missing data, incorrect pin drips, and melted landmarks in 3D view in Apple's faulty Maps app.

Last week, Finnish smartphone maker Nokia too had indulged in Apple-bashing when it took to its blog to compare Nokia maps' features with those of Google Maps and Apple Maps, averring that "maps can't be built overnight."

This form of advertising is not new for Apple. The company too poked fun at Windows PCs with its "I'm a Mac, I'm a PC" ad campaign.

Recently, in a bid to placate users, Apple urged them to be patient and acknowledged that the new app was in the nascent stages and would improve over time.

"We launched this new map service knowing it is a major initiative and that we are just getting started with it. Maps is a cloud-based solution and the more people use it, the better it will get. We appreciate all of the customer feedback and are working hard to make the customer experience even better," stated Apple.

Additionally, it is rumored that Apple is currently recruiting ex-Google Maps employees to help the company improve its Maps app. With rivals like Samsung (with its new ad), Nokia, and Motorola slamming Apple, the company will have to contend with the brickbats till its sorts out the niggling issues with its Maps feature.