Tim Cook today posted an open letter to customers on Apple’s website regarding Apple’s new Maps app:
To our customers,
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.
We launched Maps initially with the first version of iOS. As time progressed, we wanted to provide our customers with even better Maps including features such as turn-by-turn directions, voice integration, Flyover and vector-based maps. In order to do this, we had to create a new version of Maps from the ground up.
There are already more than 100 million iOS devices using the new Apple Maps, with more and more joining us every day. In just over a week, iOS users with the new Maps have already searched for nearly half a billion locations. The more our customers use our Maps the better it will get and we greatly appreciate all of the feedback we have received from you.
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.
Everything we do at Apple is aimed at making our products the best in the world. We know that you expect that from us, and we will keep working non-stop until Maps lives up to the same incredibly high standard.
Tim Cook
Apple’s CEO
MacDailyNews Take: Over and above – and bordering on unnecessary.
One thing we would like to know is: Who’s responsible for opening Apple up to this overblown shitstorm and why are they still working for Apple Inc., if they still are?
(Yes, we know we’ll likely never get those two answers.)
No matter what Apple does, no matter how much better they make Apple Maps, it will now always “suck” in the minds of a large segment of the population. This open letter from Cook only helps cement the idea that Maps is a “failure.” The fool(s) responsible for preparing Maps for release and then releasing it with obvious issues (overblown as they are) and therefore tainting Maps forever should face severe consequences. As in: Pink slip(s). If you don’t get fired over this debacle, what exactly does get you fired at Tim Cook’s Apple?
Apple seems to have learned nothing from the Newton: First impressions mean everything. Apple’s Maps have been Newtonized. All that’s missing is the Doonesbury strip.
We have our suspicions that Tim Cook cannot recognize good marketing from bad. Or the import of the customer’s Apple Retail experience to Apple Inc.’s bottom line. Now, after this Maps face-plant, we’re wondering if he has another blind spot for software. The multi-talented Steve Jobs was supposed to have been replaced, as best as possible, by a team of people. Some of these team members are obviously not performing up to anything near a Jobsian level.
It’s nice to say you strive to make “world-class products” for customers, Tim, it’s better to actually deliver them.
Here’s a little hint for the future: Everything that requires widespread customer use to develop a rich database before the product becomes fully usable should be clearly labelled “beta” upon release. Apple did it with Siri, but they forgot to do it with Maps. Had Apple been smart enough to simply place a “beta” tag on Maps, all of this rigamarole would never have occurred.
Steve’s attention to detail may very well be irreplaceable.
All that said, you can help Apple improve iOS 6 Maps:
1. Launch Maps from the Home screen
2. Tap the page curl at the bottom right
3. Tap Report a Problem (above the Print button)
4. Tap the type of problem you want to report:
– Search results are incorrect
– Street or other label is incorrect
– Location is missing
– Problem with directions
– Problem with satellite image
– My problem isn’t listed
5. Choose the search result, street label, etc. that’s giving you the problem
6. Add any comments, if desired, and tap send
C’mon folks. The ultimate decision to drop Google maps was made by Tim Cook and he knew exactly what Apple was in for. He’s handling it in a classy way.
But Apple had to do this–right now. Google is slime and scum. They can’t be trusted in any way, shape or form. They deliberately held back features on the iOS Maps in order to benefit Android. They HAD TO GO. Apple made the right decision.
Maps will get better fast and will be better than Google Maps. We all know that.
Apple Maps app works great fiddling with it at home. Tried it out in the field looking for a trail: not so great, every time I tried to zoom in it slanted the whole landscape so weirdly I got seasick. I think a lot of this angst is not knowing how to use the app yet, going out trying to use it while pressured to get somewhere and never having used it before in real life. So will hold judgement while I learn how to use it. Did truly love Google Map app *sigh*
READ
Maps works great and looks fantastic. Steve would not have apologized and would have said it will only get better and leave us excited wanting more.
Tim, don’t apologize. Ever. Keep delivering us the best stuff and keep improving the experience.
The whole maps thing is overblown, 99% of it works fine and the other 1% will be fixed. I think it was classy for Tim Cook to come forward and apologize for some of the issues with maps.
I don’t think firing people would solve anything and the issue will get resolved and I don’t think there are a lot of people who think the maps suck. Just the few who are whiners and with the internet whiners get heard and then the media blows it up to huge levels. Let’s stop giving the whiners coverage and before you know it no one will think about anymore.
Refreshing.
I haven’t had an issue with Maps yet, but obviously a lot of other people are. All I ask of my employees is hard work and honesty . . . same with my politicians.
And same with my tech company. As I said, refreshing.
—— Now let’s all report problems over the next few weeks when we have time to and watch how quickly this “mess” becomes superior to all of the other mapping apps out there.
A: forstall is prolly responsible. You can’t fire forstall!
Maps is much better than expected. Flyover and 3D is terrible, but turn by turn navigation on the iPad is really great! I traveled 2,500 kilometers last week, with out any issue in Germany. So bad Apple did not mark this all as Beta.
I agree
I did 2 trips in the Lower Mainland of British Columbia last week-only totally about 250Km- and the turn by turn navigation was flawless .I particularly liked the intelligent routing and the lack of “recalculating” issues.There were no instructions for illegal turns etc
I don’t use street view much .There are separate apps for public transportation but hopefully this gap will be filled soon .
I think with time( and probably not much) this will be a big winner
I don’t think Apple maps is a failure.
I think it’s great. I get that people that search for destinations the App can’t find or people that used features in good maps that aren’t available in Apple maps are disappointed but that does not mean its a bad Application. I guess Apple overlooked some things in this release and focused more on a nice looking App than a map that just did the basics really good. What Ape showed on the demo was fantastic. And I guess they missed how much some people likes Google maps.
How ever. Google has been out with their maps service for many years. Give Apple 5 years or so and judge then then. Sure. If you replace something functional with something less functional for some people it will hurt. But give Apple some credit for making this good of an App this fast.
I also think its good that we finally have an alternative. Apple maps, bing maps and… Well that other maps app we shall not speak about any more…
You don’t need a weatherman to know which way the wind blows
Look out kid, it’s something you did
Bad timing, ineffective apology, and wet noodle. Cook fails in his attempt to address the issue, making him appear unsure and as weak as wet noodle in his ability to solve the problem.
Apologies should be given within 24 – 36 hours to show prompt awareness, clear understanding of the issue, and firm command of relevant facts and actions to address the issue. Cook takes too long to act and does so when the issue is already fading is counter productive.
Apology for apology’s sake is never enough. It’s showy and ineffective. While acknowledging the problem is a first positive step, Cook needs to offer a clear and concise explanation of how the problem comes into existence, outlines steps to be taken to correct the problem, and benchmarks to measure progress towards fixing the problem.
Cooks fails all three criteria in this case. He disappoints me.
So far so good for me. I haven’t run into a problem with it yet.
I noticed that in the list of alternative maps all had clickable links except Google. Is this MDN or Apple’s doing?
I disagree with MDN’s response. Tim did the right thing and he hit all the key points. The first graph contained the apology. No need to drag it out. The he moved to Apple’s position, promised to improve it, offered alternatives and stated their commitment to customers. It was very well crafted and timely. However, he could have offered free download of anyone of several navigation apps on the app store. That would have knocked it out of the park.
Ha ha! This is hilarious…keep it coming Tim! Funny how all the iSheep are in denial and think there is a problem!
*isn’t a problem.
Actually there are any number of apps able to do what Scott Forstall FUBARed. Not only did he allow this shiteous app out the door- they pimped it in presentations like it was something great. Forstall should be fired- given a cardboard box and perp walked off the campus. Not because of this app, but because of what it represents- he cannot deliver the goods and cannot meet the expectations.
Here, for example is an app available in both free and paid versions that will give you Google live street view.
Paid (99₵)
http://itunes.apple.com/us/app/live-street-view/id486967765?mt=8
Free
http://itunes.apple.com/us/app/live-street-view-free/id493861593?mt=8
Funny how an independent developer can do what Apple cannot. For 99₵.
Amazing
The times have changed. Tim’s message was perfect considering that perfection isn’t being attacked as much as arrogance. Apple has apologized and admitted failure while reiterating their standards and concern for its customers. He struck the right note under the circumstances. This is not politics, where everyone screams at each other. This is diplomacy. Ballsy diplomacy.
Why the fuck feed the media and say u failed? What an idiot. I’m so sick of this maps thing! Get a life u fucking nerds!
Should we move on to the fact that iOS is a huge data hog in default settings and sometimes even ignores user set preferences?
http://joshcenters.com/2012/9/27/the-iphone-5-is-a-data-pig
iOS 6 is betaware.
WHEN???
Thursday?… November this year or next)??… 2035???
I love maps, it works ok for me. No real complaints.
It does what it says on the tin, it looks lovely, simple to use and above all I love the Siri integration.
Maps will be an industry leader when the next update comes out.
I’ve been trying to make that point now for a couple of days. Apple Maps works fairly well — “does what it says on the tin” is a good description. It’s just not as complete as Google Maps.
The problem is iOS 6 vs. iOS 5. iOS 5 came with Google Maps, which was good. iOS 6 comes with Apple Maps, which is not as good. So there *is* a reason to not use iOS 6 and by extension, anything that requires it.
MDN:Who’s responsible for opening Apple up to this overblown shitstorm and why are they still working for Apple Inc., if they still are?
Tim Cook, and because he’s the CEO.
+1
Not only that, but the shit storm was already beginning to fade. The general idea in the minds of people who cared was that there were problems with Maps, but they understood that would be dealt with. Nothing was going to stop them from buying the new iPhone. The bubble of tech news repeaters and consumers had essentially crafted their own answer and were moving on.
To come out and pump this up again with a poorly executed apology was above and beyond counterproductive. That what I’d like to know. Who’s dumb ass idea was that?
+1
Whose idea? Tim’s.
He has a horrible sense of timing.
Same PR consultants who pushed him to hire that retail guy.
CNBC laughing their hearts out for this amateurism.
Apology is classy between individuals. Apology is not classy in politics and business. It makes you appear weak. It casts doubt on your ability to lead. It makes people ask why you released this product if now you’re sorry you did.
Never apologize. Explain, if you must, but do not apologize. You’re not in elementary school. You’re the goddamn CEO of the biggest goddamn company in the world.
That apology cost a lot of people a lot of money today.
“That apology cost a lot of people a lot of money today.”
Not unless you sold on the drop in price. For all the noise about stock prices and trends, there are only 2 prices that count when owning a stock- the day you buy and the day you sell. Everything else is bullshit.
As to the day traders- eff em. Leeches upon the market.
MDN’s Tim Cook bashing and idol worship of Steve Jobs though rose-tinted glasses is getting stupid – and I’m a die-hard Apple fan. Jobs – who let us not forget had more than his fair share of howling fuck-ups and PR mis-steps (“you’re holding it wrong” ring any bells?) – certainly would have done it differently: but he would probably have bullshitted it out because he was much TOO stubborn at times until such time as it was too late. And Jobs had no trouble launching a half-baked product if he knew the short-term pain was worth the long-term gain. Hell, he launched a music player with no controls on it with a straight face.
Cook isn’t Jobs though, and thank goodness for that. He has made Apple look considerably more human by doing this, and long after Apple have nailed maps and offer a better service than Google (because they will as it’s designed better from the ground up, being vector-based) this’ll be remembered. He’s made them look like normal folk after the post-Samsung verdict Apple looked like a corporate monolith. And he’s also pointed users to other apps rather than Google maps, so he’s still pulled a shrewd move on the opposition.
Seriously, the guy is doing a great job. Leave him the hell alone.
Maps works well in Australia! There was a problem with the Sydney Opera House!! BUT nothing’s perfect!
Around my area near Melbourne, all fine!
And yes, MDN somewhat over the top!
Great feed site though!
Love my new MBA & iPhone 5
Before moaning about apple maps, people should actually use the app!
Also I remember google maps version 1.0, and trust me that was crap compared to apple maps!
Yet again, no reason to apologize.
If Cook does not see that the criticism was a premeditated attack (much like the Libya incident), then schmidt, Bezos and the media shysters will run rings around him. Bet you the consultants who advised him to write the open letter are working for these malevolent ones.
Cooks appears single-handedly responsible for the AAPL take-down today. His ill-timed and poorly constructed apology refreshes the fear, uncertainty, and doubt stoked by ihaters, fudsters, and competitors in investors who were about to forget the issue and move on.
He manages to reopen the wound and add fuel to the fire that Apple enemies have tried their best and failed to deliver until now. Perhaps, Forestall is responsible for the problem, but he does not need Cook’s help to make it worse.