Apple Chief Says Sorry, Recommends Google Maps

Tim Cook, Apple’s chief executive officer, issued an apology to iPhone 5 users who complained of the device’s new Maps service. In an unusual move of any company head, Cook said consumers can use Google Maps instead.

The rollout of both iPhone 5 and iOS 6 has met frustration from its loyal customers with many complaining about its Maps service. Many said Maps contained several geographical mistakes and information gaps.

Many also compared it to the more robust Google Maps.

Cook apologized saying the company is extremely sorry for how frustrated its customers felt. He vowed that Apple will do everything to improve Maps. Cook also admitted that Apple fell short of its commitment to provide the best customer experience.

The Apple chief also said that while the company is improving its Maps service, customers can choose to download other services like Bing, Waze, MapQuest, Nokia or Google maps.

Cook’s apology did not escape the attention of industry observers. Apple, under the management of the late Steve Jobs, has traditionally avoided any mention of its rival. But with Cook’s apology, it sends the signal that the company may be changing.

One analyst said that while it is unusual for a company chief to recommend a rival, it also sends the message that Apple is committed to provide the best user experience for Apple customers.

The last time that Apple faced much public frustration was in 2010 when iPhone 4 suffered from several signal reception issues. Although Jobs vehemently defended iPhone 4, he eventually apologized to users.