Apple’s chief executive Tim Cook has published an apology following criticism caused by it’s switch to a new maps system.
Tim Cook acknowledged that users had been frustrated by the move and repeated a pledge to improve the software.
In the meantime he even suggested that users download an alternative service from one of it’s rivals.
The letter is listed on Apple’s website- A letter from Tim Cook on Maps.
Although the company has issued several apologies over recent months, this one is unusual for its prominence and the fact it was written by Mr Cook himself.
The apology- including the words “extremely sorry” are a marked contrast to his predecessor Steve Jobs, who when faced with complaints about the iPhone 4’s antenna’s inability to maintain a signal responded by suggesting that the complainant change their holding grip.
“At Apple, we strive to make world class products that deliver the best experience possible to our customer,” Mr Cook wrote in the letter.
He noted that more than 100 million mobile device users had upgraded to the new iOS software, replacing a Google-powered maps app with Apple’s own software which relies on licensed navigation data.
“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,” he added.
Strategically Apple had to provide a service on its own, not just because it is competing with Google’s Android service and lacked turn-by-turn directions, but also because it had to build up its own proprietary data.
Whilst welcome, the apology may have been forced on Apple with the build up to Christmas of the peak selling season for smartphones- so that any adverse reactions could be minimised.
Either way Mr Cook’s action underlines the need for swift, sincere and contrite apologies when a company does mess up.
The old macho stance of never apologising is rubbish. As Alexander Pope said “To err is human”- none of us are perfect. Common sense demands that we recognise the fact, fess up and move on.