Apple CEO Tim Cook has apologized to disgruntled customers unsatisfied with the new maps service introduced in iOS 6 and the iPhone 5.
In a statement on the Apple website, Cook said he was “extremely sorry for the frustration” caused by the numerous reported errors and inaccuracies in the maps.
He acknowledged that the debut “fell short on [Apple's] commitment... to make world-class products that deliver the best experience possible to our customers.
Since the debut of the maps service, a number of users have complained about inaccurate placements of addresses – particularly outside of the US – distorted satellite imagery and low street-level detail.
Cook suggested dissatisfied users could explore alternatives while Apple's service is being upgraded, including downloading rival map apps such as Big, MapQuest or Waze. He even mentioned that users could set up a home-screen shortcut to the Google or Nokia Maps websites.
Apple supplanted Google maps with its own map service in iOS 6, possibly due to disputes between the partners-turned-rivals over functionality of Google Maps for iPhones.
According to All Things Digital, Apple wanted to introduce voice-guided turn-by-turn navigation but Google was holding out, while Google wanted more say in the features provided in iOS maps.
Following Cook's comments, Apple has introduced a new Maps category in its app store, highlighting alternative options.
For a company so intent on controlling every aspect of the iOS platform, being required to suggest alternative options to a homegrown Apple service has to sting.