Apple has fired maps chief Richard Williamson after a poor showing following the release of the iPhone 5.

Senior vice president Eddy Cue is believed to have acted in a bid to win back trust from users disappointed with the programs flawed debut in September.

After critics came down hard on Apple's new map software, citing unreliable landmark searches and poor directions, Cue made the decision to continue their ongoing battle with Google.

While the announcement has yet to be made public, Bloomberg news believe the reports to be true and says Apple is already engaging outside advice from companies like TomTom to help improve the app.

The mapping errors at the company follows the decision to ditch Google Maps in favour of their own program, but with complaints gaining momentum since the launch, CEO Tim Cook was forced into a public apology.

Williamson's dismissal is not the first mapping sacking at the company, with Scott Forstall ousted after refusing to sign a letter apologising for the heavily criticised app.

Apple has declined to comment on the speculation.