Apple CEO Tim Cook had to apologize for the buggy new Maps app in the iPhone 5 and iOS 6 on Friday, saying that his company "fell short" of making a "world-class product." It was a gracious and humble admission of a major mistake -- a sign that Apple takes its customers seriously and conducts itself with integrity.
"We are extremely sorry for the frustration this has caused," Cook said in a letter posted on the company's website. "We are doing everything we can to make Maps better." That relentless focus on treating customers right is why Apple has been the undisputed leader of the technology business for the past decade. But while the apology is commendable, the maps mistake was entirely Apple's fault.
Previous versions of the iPhone and iOS used Google Maps, which are the industry standard. No one was complaining about Google Maps. Sure, they're not perfect, but we're all used to their errors and gaps. But Apple broke its contract to use Google Maps a year earlier than expected because of corporate politics. Google is a competitor, and Apple wanted to break ties and control its own maps. That's an extra year in which Apple could have improved its own maps — an extra year which was apparently sorely needed.
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