Berkhamsted is not listed on the new map for Apple’s Iphones, despite the programme including much smaller areas like Marsworth.
Its updated mapping system was introduced three weeks ago for all iPhone users, but the new system has received widespread condemnation for its inaccuracies.
John Shirley, owner of The Complete Outdoors in Bourne End said: “Northchurch is now located at the bottom of Cross Oak Road and Berkhamsted is not listed anywhere.”
Berkhamsted is still there – with all of its roads included – but there is nothing to indicate the town’s name.
Mr Shirley said: “I cannot understand how a company as sophisticated as Apple has allowed this to happen. The mapping they are offering is grossly inaccurate.
“A lot of people rely on their smart phones for navigation – what are they going to do when they discover Berkhamsted has disappeared?
“We find it quite amazing that Berkhamsted has been lost to the world.”
Apple had not commented as the Gazette went to press. But a letter to Apple Maps users on the company’s website, chief executive officer Tim Cook apologises for its inaccuracies.
He writes: “At Apple, we strive to make world-class products that deliver the best experience possible to our customers.
“With the launch of our new Maps, we fell short on this commitment. We are extremely sorry for the frustration this has caused our customers and we are doing everything we can to make Maps better.”
He said while Apple Maps is being improved, iPhone users will be allowed to download other map applications for their phone such as Google Maps.
He said: “Everything we do at Apple is aimed at making our products the best in the world. We know that you expect that from us, and we will keep working non-stop until Maps lives up to the same incredibly high standard.”