“Nine times out of 10, when a company makes an error, the polite and politically correct thing to do is to make an apology, correct the mistake, then move on,” James Brumley writes for InvestorPlace. “I thought that might be the appropriate action for Apple to take, too, following the Apple Maps debacle that has frustrated far too many users of iOS 6 devices, (which most notably includes the new iPhone 5). After actually reading Tim Cook’s letter of apology, though, I’ve officially changed my mind.”

“Maybe sometimes the best thing a company can do when it makes a mistake is to say nothing,” Brumley writes. “The letter came across a little smarmy.”

Brumley writes, “Frankly, the whole apology would have seemed a lot more sincere had Cook also not peppered the letter with reasons suggesting he doesn’t actually owe anyone an apology. It’s kind of like Steve Jobs telling iPhone 4 users ‘Don’t hold it that way’ when they figured out its antenna didn’t work very well in certain positions.”

Read more in the full article here.