Drivers know that if you make a wrong turn, you should acknowledge your mistake and get back on the right road.
So it was good to hear from Apple Inc.’s (NASDAQ:AAPL) boss Tim Cook when he apologized for all the problems faced by iPhone users of Apple Maps. Apple’s new iOS6 operating system has dumped Google Maps in favor of Apple’s own mapping apps.
In an open letter to customers posted to Apple’s website on Friday Mr. Cook said: “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.” He went on to say unhappy users could try Bing, MapQuest, Waze, Google or Nokia maps.
Having to direct unhappy customers to competitors like Microsoft and Google couldn’t have been pleasant, but it had to be done. Apple has a reputation for fighting for its customers that it needs to maintain.