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Apple's CEO admits "they dun goofed"

It's pretty rare for Apple to admit fault when it comes to its products, but Apple CEO Tim Cook is admitting defeat when it comes to the Apple-developed version of Maps in iOS 6. The latest version of Maps replaced the Google-sourced version that has graced all iPhones and iOS devices dating back to iOS 1.0. 

However, Apple's first foray into the mapping world has been panned by customers, competitors, the news media, and of course owners of competing smartphone platforms (namely Android and Windows Phone users).


Apple's new iOS Maps application has more than a few problems [Image Source: The Amazing iOS 6 Maps]

In an open letter to customers, Cook apologizes for Apple's missteps and aims to correct them swiftly:

To our customers,

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 last week, 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.

We launched Maps initially with the first version of iOS. As time progressed, we wanted to provide our customers with even better Maps including features such as turn-by-turn directions, voice integration, Flyover and vector-based maps. In order to do this, we had to create a new version of Maps from the ground up.

There are already more than 100 million iOS devices using the new Apple Maps, with more and more joining us every day. In just over a week, iOS users with the new Maps have already searched for nearly half a billion locations. The more our customers use our Maps the better it will get and we greatly appreciate all of the feedback we have received from you.

While we’re improving Maps, you can try alternatives by downloading map apps from the App Store like Bing, MapQuest and Waze, or use Google or Nokia maps by going to their websites and creating an icon on your home screen to their web app.

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.

Tim Cook
Apple’s CEO

 

Interestingly, Cook admits defeat and tells customers to use Bing Maps, Google Maps, or even MapQuest in the interim until Apple can get its Maps application fixed.
 
WWSJD aka What Would Steve Jobs Do?

Source: Apple



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Rolling Over In Grave
By Ristogod on 9/28/2012 9:33:39 AM , Rating: 5
The new maps could have stabbed every other user to death and Steve would have never admitted any fault. I don't know that this Tim Cook fellow is up to the task of being the ruthless propaganda spewing dictator of Apple.




RE: Rolling Over In Grave
By JackBurton on 9/28/12, Rating: -1
RE: Rolling Over In Grave
By elleehswon on 9/28/2012 9:59:02 AM , Rating: 5
No, we're not talking about Bill Gates.


RE: Rolling Over In Grave
By othercents on 9/28/2012 2:45:42 PM , Rating: 3
Since the Apple CEO apologized and then told us to use someone else's application, then Apple must not think they can fix the problem in any timely fashion. My recommendation for Apple is to rip out their location engine and add Google back in. At least then the locations will be correct even though the maps and turn by turn navigation will be Apples.


RE: Rolling Over In Grave
By RufusM on 9/28/2012 3:10:46 PM , Rating: 5
I'm surprised Cook said to use other mapping applications. He should have just stayed with the "It's getting better" stance. The Apple users would have been fine with that and I'm sure it will get better over time.

Now if this were Jobs, I can just imagine a meeting at Apple where he stares down the developers:

Jobs: What is Maps supposed to do?
Some Developer: It's supposed to provide location and direction...
Jobs: THEN WHY DOESN'T IT FU%@KING DO THAT!!!
Jobs: You're all fired. Cook, get me the map developers from Google!!

Note: Apple has been on a tear trying to hire as many GIS developers away from Google.


RE: Rolling Over In Grave
By elleehswon on 9/28/2012 10:01:44 AM , Rating: 2
also, Hitler was instrumental in bringing Germany to a world power, but that doesn't mean he was any less of a genocidal lunatic.


RE: Rolling Over In Grave
By Brandon Hill (blog) on 9/28/2012 10:03:20 AM , Rating: 5
Took just under an hour to be Godwin'd


RE: Rolling Over In Grave
By Motoman on 9/28/2012 10:22:52 AM , Rating: 2
I think it would be "Godwined," wouldn't it? If we're verbificating the proper noun?


RE: Rolling Over In Grave
By bobsmith1492 on 9/28/2012 5:45:14 PM , Rating: 3
Probably Godwinned...


RE: Rolling Over In Grave
By Xcpus on 9/28/2012 1:05:41 PM , Rating: 3
Godwin's law is used as a deterrent to Reductio ad Hitlerum but it, itself, is not an argument. Godwin's law is baseless. Just a rule of thumb absent any substance. What gives it logical substance is the fact that it opposes Reductio ad Hitlerum.

In this case the poster is correct in stating that just because a leader was successful does not mean he was of sound Ethical/Moral grounds.

It doesn't outright call Steve Jobs a Fascist but it does call his ethics/morals into question.


RE: Rolling Over In Grave
By The Raven on 9/28/2012 6:00:18 PM , Rating: 2
quote:
also, Mao was instrumental in bringing China to a world power, but that doesn't mean he was any less of a genocidal lunatic.
I fixed it for him.


RE: Rolling Over In Grave
By Flunk on 9/28/2012 10:10:44 AM , Rating: 1
I don't know, there is also the theory that he was a cold-calculating monster who only used the racist theories to convince his people to follow him. There are quite a few competing theories about his motivations and most of them don't paint him as insane.

At this point what the average person knows about Hitler is more propaganda than fact.


RE: Rolling Over In Grave
By Xcpus on 9/28/2012 1:01:10 PM , Rating: 2
Actually no. This falls outside of the purview of Godwin's Law.

Godwin's Law does not mean that one ought not compare events, actions etc to Adolf Hitler's Nazi Germany. Godwin's Law stipulates that reducing an argument to Hilter is most illogical. What I mean by this is to say that claiming that X is wrong because Hitler supported it is not an argument.

Hitler, I'm sure, liked Cats... does that mean that Cats are Fascist? This amounts to guilt by association or "Reductio ad Hitlerum"/"argumentum ad Hitlerum".

But if you use the rise of Fascism in Europe, as a historical analogy, and compare it to the rise of Fascism today then Godwin's Law does not apply and the argument may be considered on its merits.


RE: Rolling Over In Grave
By The Raven on 9/28/2012 6:04:44 PM , Rating: 2
Well said.

People always are saying that I am a facist for wearing Hugo Boss and hating on modern art.

Take those two things away and I couldn't be any more different than Adolf.


RE: Rolling Over In Grave
By cubby1223 on 9/29/2012 8:27:27 PM , Rating: 2
What?

Godwin's Law does *NOT* "stipulate that reducing an argument to Hilter is most illogical." Godwin's Law only states that a comparison to Hilter and Nazis will occur in online discussions. And a comparison to Hitler indeed was made in this online discussion.


RE: Rolling Over In Grave
By NellyFromMA on 9/28/2012 3:20:00 PM , Rating: 2
+1 for Tim Cook being kind enough to exist on the same plane as us mere mortals. Humility FTW


RE: Rolling Over In Grave
By Decom on 9/29/2012 12:46:02 PM , Rating: 1
If Steve had of flogged this device to "iTards", maybe they'd have a few more bucks in the bank.

Introducing the Apple iSpunk

http://www.youtube.com/watch?v=d3CWLCoQu7c&feature...


RE: Rolling Over In Grave
By Saldrin on 9/28/2012 10:26:33 AM , Rating: 5
quote:
You're holding it wrong


RE: Rolling Over In Grave
By MrBlastman on 9/28/2012 1:26:37 PM , Rating: 2
No.

To Tim:
You're apologizing wrong.


What Tim Cook Wanted to say....
By dark matter on 9/28/2012 9:23:57 AM , Rating: 5
To our customers,

So who cares about Maps, I mean, we didn't, we spent a shitload of money developing our new dock connector so we can flog you $30 cables. Oh, and don't even think about getting them from eBay, we spent a fucking fortune putting chips in our cables just so you can't do this.

Quit your bitchin you losers. You got the Apple logo didn't ya? You got the "bigger fucking screen" you guys kept bleating on about. We made it thinner, faster, lighter, and you guys start moaning about some stoopid map.

You should be lucky you're one of our customers, and I don't give a shit how long you queued up for. You think we do it for the love, no way, we do it for the dollars baby, the fucking a-american dollars. Now fuck off and buy your new adapters already.

Tim Cook
Apple’s CEO




RE: What Tim Cook Wanted to say....
By Dr of crap on 9/28/2012 9:30:46 AM , Rating: 2
Excellent letter - kind of like those Samsung commericals!

Hey Tony - guess you wouldn't laugh at this would you?


RE: What Tim Cook Wanted to say....
By Tony Swash on 9/28/12, Rating: -1
RE: What Tim Cook Wanted to say....
By Cheesew1z69 on 9/28/2012 4:52:43 PM , Rating: 3
quote:
Now - where was I ........ ?
On your knees with some very curious white sticky stuff around your lips...


RE: What Tim Cook Wanted to say....
By bupkus on 9/30/2012 2:10:09 PM , Rating: 1
So what is the difference between Apple fanboys and Apple fanboy haters? You both say the same things.

"Apple customers in spite of having a dysfunctional [mapping] feature made by Apple will buy the iPhone anyway."


RE: What Tim Cook Wanted to say....
By Brandon Hill (blog) on 9/28/2012 9:31:35 AM , Rating: 2
Actually, that doesn't sound like Tim. Tim seems to be more level-headed and rational.

But I could ABSOLUTELY have imagined Steve Jobs saying that.


RE: What Tim Cook Wanted to say....
By Motoman on 9/28/2012 9:47:15 AM , Rating: 2
That is exactly what I was thinking. Cook is not in any way the same character Jobs was. Jobs was a f%cking a$$hole.


RE: What Tim Cook Wanted to say....
By anactoraaron on 9/28/2012 11:00:47 AM , Rating: 2
Jobs left behind some 'emergency responses' for Cook in case this kind of thing happened after he passed away. The original Jobs left behind looked like this:

"To our customers,

So who cares about ______, I mean, we didn't, we spent a shitload of money developing our new __________ so we can flog you $______ _________. Oh, and don't even think about getting them from ________, we spent a fucking fortune putting ________ in our _________ just so you can't do this.

Quit your bitchin you losers. You got the Apple logo didn't ya? You got the "____________________" you guys kept bleating on about. We made it thinner, faster, lighter, and you guys start moaning about some stoopid ____________.

You should be lucky you're one of our customers, and I don't give a shit how long you queued up for. You think we do it for the love, no way, we do it for the dollars baby, the fucking a-american dollars. Now fuck off and buy your new ________ already.

____________
Apple’s CEO


RE: What Tim Cook Wanted to say....
By oomjcv on 9/28/2012 11:35:03 AM , Rating: 3
Sho guys....don't you think you are going a bit overboard?
The odd joke is nice, but just look at all the stuff being said here.
I'm a big Android fan but that doesn't entail me throwing resentful statements at others


RE: What Tim Cook Wanted to say....
By MartyLK on 9/29/2012 3:54:49 PM , Rating: 2
They do it because Apple raped their mothers, daughters, sons, husbands and dogs. Maybe even their hamsters. At least that's what I gather from the resentment...


But...
By DNAgent on 9/28/2012 9:49:22 AM , Rating: 6
quote:
In just over a week, iOS users with the new Maps have already searched for nearly half a billion locations.


OK, but how many found what they were looking for?




RE: But...
By Brandon Hill (blog) on 9/28/2012 9:52:59 AM , Rating: 3
ZING!

"These aren't the POIs you're looking for"


RE: But...
By The Raven on 9/28/2012 6:08:06 PM , Rating: 2
Don't forget the obligatory "You're searching it wrong"


RE: But...
By Motoman on 9/28/2012 10:24:31 AM , Rating: 2
All of them, naturally. It's just that most of them didn't realize they were actually searching for something other than what they asked for.


RE: But...
By Iaiken on 9/28/2012 12:16:35 PM , Rating: 3
Nom nom nom! That's some good crow...


RE: But...
RE: But...
By bupkus on 9/30/2012 2:15:34 PM , Rating: 2
+1

I never vote and still not allocated votes to use!?


what's the image reference?
By elleehswon on 9/28/2012 10:03:21 AM , Rating: 2
Dude looks like yosemite sam posing like captian morgan.




RE: what's the image reference?
RE: what's the image reference?
By Mitch101 on 9/28/2012 4:14:23 PM , Rating: 2
Wow thats just horrible and sad on so many levels from so many directions.


RE: what's the image reference?
By Cheesew1z69 on 9/28/2012 4:51:04 PM , Rating: 1
Why in the fuck, is a 10-11 year old, posting videos of herself on YT. Wow... nice parenting.


Kind of... classy?
By Newspapercrane on 9/28/2012 2:21:46 PM , Rating: 3
I mean... I didn't really expect this kind of response. I was expecting more of a "You're holding it wrong" type of response. Cook actually owned up for something sucking, instead of blaming the users. I guess I'm just surprised.




This is big
By bug77 on 9/28/2012 11:24:24 AM , Rating: 2
I'm pretty sure that without Tim telling them, many iPhone users wouldn't even know there are maps provided by Google, Microsoft or Nokia.
So selfless of Tim to let users create shortcuts on their (his?) own home screen...




apple fanbois
By vignyan on 9/28/2012 12:20:26 PM , Rating: 2
****chisssss******
Buuuurrnnnnnn!!!




When will Cook apologize for...
By Beenthere on 9/28/2012 2:38:15 PM , Rating: 2
...using Chinese slave labor and "donate" his $700+ Million annual compensation to those slaves?




Just shocking!!!
By 2bdetermine on 9/28/2012 5:24:00 PM , Rating: 2
quote:
While we’re improving Maps, you can try alternatives by downloading map apps from the App Store like Bing , MapQuest and Waze, or use Google or Nokia maps by going to their websites and creating an icon on your home screen to their web app.




Hmmm....
By MartyLK on 9/28/2012 6:28:50 PM , Rating: 2
Cook nor Apple actually had to say anything at all. Apple products sell well enough as is and no excuses would ever need be made. They would continue to sell well without a working maps app. But this shows the quality of Cook and his philosophy of leadership. It is Cook who made Apple what it is under Jobs leadership. Now that Cook is the leader, I'm sure Apple will do that much better. Especially with such an honest and high-quality person as Cook leading.

Too bad iOS is so ancient and tired. If Cook transform iOS into a modern, fully-functional mobile OS, I see Apple ruling the world. But as long as they insist iOS is viable as is, that ain't gonna happen.




Blast from the past
By dsquare86 on 9/28/2012 10:08:08 PM , Rating: 2
Does anyone still have the standalone GPS for the car? I do so in other words, who cares that my maps app in Android is better. I don't use it anyway.




By bobogo2013 on 9/29/2012 3:03:11 AM , Rating: 2
quote:
The more our customers use our Maps the better it will get and we greatly appreciate all of the feedback we have received from you.


Basically... the "data" they are capturing from each "user"... who knows what else is being captured... will help improve the iPhone Maps interface?

Sounds good in theory I suppose, seeing as all avenues of research and data input would dramatically improve any sort of "program"... However, for Mr. Cook to actually admit that the current "program" is flawed... wow... unbelievable... Is this a first for Apple? I mean, we all knew Steve Jobs was one hell of a salesman... and could deflect anything and everything... This is just "insanely good" for the Apple competition I would assume... Sort of like throwing chum in the water and waiting for sharks....

BTW... I'm still using my 1st gen att iphone4 with ios... version.. umm.. 1 sec... 4.3.5... I chose not to update because it's a phone right? All that hibly gibly gook really means squat to "me".... Can I download/install the "newest" version of IOS "sans 6" still?? Is it worth it "security etc"'wise?




They knew
By rbo on 9/28/2012 10:18:21 AM , Rating: 1
Apple knew they had a lousy map program when they brought out the new iPhone.
A classic "WTF were we thinking". Were they so caught up with their perceived image that they thought they could get away with it? Incredible. Who is more clueless- Apple or their customers?




What a load of BS
By BZDTemp on 9/28/2012 11:13:42 AM , Rating: 1
This
quote:
Everything we do at Apple is aimed at making our products the best in the world.
pretty much says it all. Just the amount of errors in their map disaster makes it pretty clear that statement is a lie. Unless of course by best products he means best=highest profit margin.




Hopefully Google do the same for this.......
By Tony Swash on 9/28/12, Rating: -1
By dark matter on 9/28/2012 9:24:30 AM , Rating: 2
Just shut up. Haven't you got other things to be doing, like buying $30 cables...


RE: Hopefully Google do the same for this.......
By Nortel on 9/28/2012 9:50:44 AM , Rating: 2
Dude, he is pointing out the lies that Motorola spread. At least be willing to contend his point is valid instead of acting like a scorn baby.


RE: Hopefully Google do the same for this.......
By JackBurton on 9/28/2012 9:53:21 AM , Rating: 1
Exactly. If Apple did that he'd be up in arms about Apple "lying."


By themaster08 on 9/28/2012 10:36:30 AM , Rating: 3
But what does any of this have to do with Apple Maps?


RE: Hopefully Google do the same for this.......
By Tony Swash on 9/28/12, Rating: -1
By themaster08 on 9/28/2012 12:49:23 PM , Rating: 2
Those articles seem to miss the point, as are you it seems.

It's understandable that Apple wanted to release their own mapping system, but they released an unfinished product.

There's a standard which users deem acceptable, and this mapping system doesn't meet users' standards. The point is that the mapping system shouldn't have been released in its current state. It's a mess. Even YOU must agree with that?


RE: Hopefully Google do the same for this.......
By Solandri on 9/28/2012 4:33:02 PM , Rating: 2
There's a lot more going on behind the scenes, and I'm kinda disappointed DT isn't doing more thorough coverage. Jason, though I don't always agree with him, tends to be very thorough in his articles.

Apparently long ago Apple negotiated a multi-year contract with Google to provide Google Maps for iOS. This contract did not include turn-by-turn navigation, which is why it was never added to the iOS version of Maps.

Apple had been negotiating with Google to get it added. In return, Google wanted branding and to add Latitude (social networking and user reviews for destinations). The two couldn't come to an agreement.

There was one year remaining on the contract. It would have to be renewed before iOS 7 was likely to be out. So if Apple kept Maps, they'd be forced to renew the contract next year - either continuing without navigation, or conceding to Google. Faced with that prospect, they decided it was preferable to drop Maps and roll with a clearly premature release of their in-house maps app.

This is the problem with a closed app ecosystem. Instead of companies putting out the best product they can in order to woo as many users as they can, you have companies wrangling behind the scenes and deliberately withholding or blocking useful features that users want, all as negotiating leverage with other companies.


By themaster08 on 9/29/2012 2:09:54 AM , Rating: 2
quote:
There was one year remaining on the contract. It would have to be renewed before iOS 7 was likely to be out. So if Apple kept Maps, they'd be forced to renew the contract next year - either continuing without navigation, or conceding to Google. Faced with that prospect, they decided it was preferable to drop Maps and roll with a clearly premature release of their in-house maps app.
They should have started work on their own mapping system sooner then, or hired more people to work on it to get it perfected in a shorter period of time. There's no excuse. It was not fully tested before launch. That's Apple's fault entirely.

quote:
This is the problem with a closed app ecosystem. Instead of companies putting out the best product they can in order to woo as many users as they can, you have companies wrangling behind the scenes and deliberately withholding or blocking useful features that users want, all as negotiating leverage with other companies.
Apple use this method only to leverage their next product. Siri is a prime example of that. It was only included on the iPhone 4S because it was the main differentiating factor between the 4S and its predecessor. It could have easily been added to the iPhone 4, but Apple needed more than updated technical specifications to woo its userbase.


By Reclaimer77 on 9/28/2012 12:35:08 PM , Rating: 1
lol you're totally missing the point.

It's not Motorola saying Apple maps sucks, and everyone magically agreeing. It's the millions of Apple customers screaming to high heaven that they suck.

Tony? Valid point? lawl


By retrospooty on 9/28/2012 12:55:54 PM , Rating: 3
Tony isnt here posting in this thread to "get the point"... He is here to change the subject. LOL


By Xplorer4x4 on 9/28/2012 1:22:47 PM , Rating: 3
I am not even a regular commenter here, and I know contending something with Tony Swash is like arguing with a brick wall. Normally I would agree with you, just not in this case. Then again..Tony's comments usually provide entertainment when I am bored..


By theapparition on 9/28/2012 9:57:38 AM , Rating: 1
Seriously?

Do you sit on Macolyte sites and jerk off all day? Or more likely paid to do so.

Did it ever occur to anyone that by showing a real address, that leaves Moto up for potential takedown requests? Kind of like how all phone numbers in the movies start with 555 and the license plates are faked too. Never thought of that did you? That's because all you religious types can't think strait without letting your emotions get in the way.

Nice link. It even admits that Apple maps have lots of problems. But they didn't think of why a non-existant address was used either.

It still doesn't change the fact that when you input a valid address, you still get garbage results. The turn by turn is sketchy. Something that worked better than before, has now been made worse. And Apple publicly admitted it by offering their users choices.

And for the record, I have iOS6 and know what I'm talking about.

So nice try. Keep your departments PR spin alive.


By themaster08 on 9/28/2012 10:25:39 AM , Rating: 4
Try to stick to the topic at hand, Tony.

It seems Apple have been making a few mistakes just lately, with the retail employee debacle, this maps mess, scuffed iPhones, and now a purple tint found on the iPhone's camera when taking pictures with lots of light.

In usual Apple fashion you circumvent the issue at hand.


By anactoraaron on 9/28/2012 10:53:20 AM , Rating: 1
quote:
Try to stick to the topic at hand, Tony.


Are we talking about the same guy? I don't think Tony ever does that... I didn't read his link... Does it mention 5 million sold or some stock hype or something...? Seems to me that would be the kind of thing he would post about when a flaw in Apple's products comes to light...

quote:
In usual Apple fashion you circumvent the issue at hand.


No, no we are talking about the same guy :)


By simsony on 9/28/2012 4:10:46 PM , Rating: 2
Sounds like you're the one who's worried Tony. After all Apple Maps was perfect until today.


"We don't know how to make a $500 computer that's not a piece of junk." -- Apple CEO Steve Jobs














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