Apple Apologizes for Maps App

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To address a barrage of criticism about the maps application installed with the new iPhone 5, Apple CEO Tim Cook has written a letter of apology.

The Financial Times reported that the weak maps app soured the iPhone 5 launch. Complaints were about misnamed areas, missing information, and poor search capabilities. Jokes and parodies plagued the company for a week. In one video, the narrator says, "Many people say that our new maps are inaccurate, and that's not true. It's just that with Apple's new Q6 Quantum Processor, they may occasionally show features from other, parallel universes."

Last week, Apple responded to the criticism:

"We launched this new map service knowing that it is a major initiative and we are just getting started with it," Apple's Trudy Muller said in a statement. "We are continuously improving it, and as Maps is a cloud-based solution, the more people use it, the better it will get."

Today, Apple CEO Tim Cook issued a formal letter to customers. 

Apple Apology
Although Cook takes responsibility in the letter ("...we fell short"), he seems to place responsibility on users for improving the app. Also, inviting customers to visit other maps programs seems a sad admission for the company to make.

Discussion Starters:

  • What's your reaction to Cook's letter? What are the most and least effective parts?
  • Google CEO Eric Schmidt said that Apple should have used Google Maps for the new operating system. If you represented Apple, how would you respond?