The US technology firm has vowed that Maps in iOS will "get better" the more people use the system, despite accusations that it is inaccurate and sometimes misses out entire towns.
Citing a "source with connections on both teams", TechCrunch reports that Apple is pursuing a strategy of luring away people who worked on the Google Maps product to boost its own system.
Alongside offering lucrative contracts, Apple is also said to be selling the move to Cupertino on the chance to build a whole new product, rather than just doing "tedious updates" on an existing platform.
The source, claimed to be a contractor who worked on Google Maps and helped integrate Street View data amongst other projects, said that when Google started focusing on indoor maps, a lot of staff started looking for other opportunities.
This is where recruiters working on behalf of Apple started to target these individuals, the person added.
"Many of my co-workers at Google Maps eventually left when their contracts ended or on their own accord. One guy looked around for other GIS work and ended up at Apple when a recruiter contacted him," the source explained.
"He had heard rumours for a while that Apple was going to develop its own in-house mapping platform, and given his experience at Google, he was an easy hire. Apple went out of their way to bring him down to Cupertino and he's now paid handsomely as a GIS Analyst.
"Another coworker that was a project lead at Google Maps, left for the East Coast after his contract ended, and was recently contacted by an Apple recruiter.
"The position sounds like a product development manager position, and will pay him $85k+ and all the moving expenses from the East Coast. He's gone through two rounds of interview and seems like a frontrunner to land that position."
Despite the early criticism from users, the source indicated that Apple has the capability to eventually create a platform that can compete with Google Maps.
"Apple has a lot of catching up to do if it wants to build a robust mapping platform to counter Google Maps, so it doesn't surprise me that it's going out of its way to lure former and current Google Maps employees," the person added.
"At Google Maps, we know what data's important, rendering priorities, keyword searches, and how the user experience is suppose to be.
"However, Apple needs to find a way to get its own five million miles of Street View data, partner with the right folks and spend a fortune on licensed data - which it can."