Tim Cook Apologizes For Apple Maps in an Open Letter
Ivan | Fri, 2012-09-28 14:09
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
Commenting on this Blog entry will be automatically closed on November 23, 2012.
whats wrong with apples maps?
- YEEK! i hadnt seen a problem yet. YET...
No word on the purple flare?
The problem is Google is mad somebody decided to give them a little competition.
Competition is good but it's not going so well as-is for Apple Maps. Admittedly all released systems have bugs but what this and Siri originally had when iP4 released, they should not have been released as headlining apps but rather as offers to join Beta and improve through testing rather than flaunting. That's how Google earth did it and the press seemed to go smoother because people understood they were testing it, not using a packaged product.
I'm sure Apple will get to correcting this soon, and the sooner they do the better- it's a huge issue right now. Shame because they have some good ideas such as the 3d topographic maps and how the street names move with you.
Apple needed to launch iPhone 5 with IOS6... but Apple ended Google Maps contract one year early... ended YouTube integration too...
why? of course Tom Tom will sell more map apps while they fix it (if it's not fixed yet), maybe they forced Apple to do it under compensation for they help during iOS Maps development.
yes I'm brazilian xD
Every slightest bug or wrinkle is the "Apple killer" to the PC folks. This too shall pass.
This is where I call you a blind fanboy. Even faithful Apple users are ticked at these short comings. They wait in line for days for "the most advanced iPhone ever" when whats released has been gravely overlooked. These aren't slight bugs or wrinkles- these are huge product pitfalls.
EVERYONE is pissed about Apple maps. They're releasing models out of the box that are already scuffed and saying "well, aluminum scuffs, it's just a beauty mark". No, it's a new product and should look new when unboxed. A great deal of the experience when purchasing an Apple product is in unboxing your new baby. There's a large part of the community complaining about un-warranted battery drain issues, the accessory market is furious because they've made a new cable size with no other gimmick than it being "reversible" (granted this is useful they could have hiked the port speed up to 3.0 hub support to inspire people to continue using wired transfer). The camera has a purple stain from the new lens when you take photos as well.
From the standpoint from iOS6 as well, this is just my complaint- I don't find some menus very intuitive nor their icons. I find myself clicking the share button half the time because of the close button in iOS5 and the delete button in emails is less than impressive. It took button mashing to discover its purpose.
Well then, this must be where I call you a PC weenie. ZM - no offense, but I've been using Apple products for close to 30 years now and one thing that NEVER changes? PC folks trying to turn a few minor complaints into the end of Apple as we know it. Are there some problems with the iPhone 5? Sure. Just like there were with the iPhone 4, 3, 2... and every other phone on the market. Some "problems" are tech advances - the new map feature is a long term fix, so if it doesn't work quite right the first time? No big deal because long term it's going to be a better maps feature than Google. Not today - not with the iPhone 5.0 - but maybe iPhone 5.1. Same with the connector. Anyone who's seen the old connector knew it had to be replaced sooner or later. If you can remember back - or want to research it - you will find people originally complained about the 30-pin connector also. It was "too big". But now people are used to it and don't want to change. They don't want a new connector that will lead to an even smaller phone and iPods and iPads - why? Because it's a little inconvenient NOW. Long term the smaller connector is better. Apple is ALWAYS looking ahead. I bet you complained when they eliminated floppy drives too - right? But what happened? Apple was merely 2 steps ahead of everyone else - just like they are now. People don't like change - but they love that Apple is always moving the ball forward. There's always going to be a rub there that will lead to complaints.
But hey - maybe I'm just a "fanboy"... and maybe PC Magazine is too... They awarded the iPhone 5 the Editor's Choice Award and called it "the best iPhone ever". Does that mean everyone is going to love everything about it? No. There will always be that crowd of Apple haters looking for any little dig they can find and people who find a little scratch and think they deserve their money back. Can't please everyone - - but that doesn't mean we throw the baby out with the bathwater. Here's a link with the PC Mag story and a link to the top "5 problems" with the iPhone (I count 2:)...
http://www.pcmag.com/slideshow/story/303042/top-apple-iphone-5-complaints
Yet I repeat again, a lot of these issues are not minor and with proper testing they would have figured this out, as with other manufacturers with matching defects. These are huge issues because world class companies like Apple should be delivering superior products from the beginning and major issues that can be found before they hit mass-market should be discovered and fixed prior to launch. It's not enough to say "not today with the ip5, but maybe with the 5.1". What becomes of 5 million people who put their trust into that process? Are they not entitled to quality? I don't recall saying Apple was the only company in history to have fault yet you felt the need to bring that up. I'll admit first hand I feel Windows phones suck or that Android technology is of no interest to me but you'll over look that when it's convenient.
I didn't complain when floppy drives were nixed, I wasn't old enough to care if you want to pull that card out to flash. I like change, and prefer it- but when you release products with very little launch support as big as Apple does, you'll forgive a bit of disappointment. They're currently the only adapter-manufacturer for the lightening port and to use devices that stretch over 10 portables you would think it would be more available and affordable to customers as a courtesy for moving forward. You're addressing someone who actually wants an iPhone 5. I posted what I did because you seem to not see fault with products you're interested in, I wasn't Apple-bashing your insecurities as you seem to frequently perceive. Why is it you can see issues with a product (when you want to admit to them that is) and that's fine, but the second I try and elaborate on them or say that they're in fact worse I'm suddenly a PC-flag-waving-communist who will never be interested in broadening my vision of the tech world?
Bottom line, consumers have standards, when a company that frequently meets those standards, fall below them- you have a CEO issue a letter to the infuriated customers.
Read the post you first responded to, ZM. What did I say? "Every bug or wrinkle"... which is me admitting there were problems with the iPhone. There have been problems with EVERY iPhone (and virtually every OTHER product out there as well). They just get blown out of proportion when it's Apple. Are we honestly supposed to believe a bad maps feature is a worse bug than the iPhone that had the antenna problem? You can d/l a new app if you don't like Apple's map feature. You can't d/l a new antenna to improve reception. That's my point - these problems are being blown out of proportion by the haters. Same as always. If you want to complain about it - be my guest, but don't expect me to join you.
We weren't talking about the 4, and it's not necessarily only about Apple- if we want to create a forum just for your purposes to talk about other tech and how its flawed so I can just "+1" you every time then consult Ivan. We talk about Apple products because this is a design form and design hardware is focused around Apple innovation in technology. Not because I have some massive issue with Apple (reality being I expect quality from them).
There were more points that were valid towards the product, as I mentioned. Bugs and wrinkles would be a "simple update" in my opinion and not worth whining about in the least, I agree. I'm not trying to blow everything out of proportion- there are many aspects that make the iPhone 5 the best even minus the issues it has, but to be an intelligent consumer you focus on the bad and see how heavily that will impact your usage of the product. A microwave that looks really good but can't heat food isn't much use at all is it (terrible example but envision your own). The Maps feature will need a large overhaul over months if not years just as Siri did and the Antenna fix. These are all products that helped market the iPhone 5 so if you ask me from a business sense, while some failure and margin for error is to be expected- rushed pieces to the puzzle are not. There are physical device failures such as the camera and if you're really anal (not my concern) light leakage from the product that require a hardware fix. Depending on your budget as well, at $30 a pop to use your old accessories an adapter for a lightening connection isn't smart either. That's not as easy.
You're actually making my point for me, ZM. Yes maps will require some work - just as Siri and the antenna did (as you just noted). And - again - we lived thru Siri and the antenna problems. Soooooooooooooooooooooooooooooo... getting back to my original point -
This too shall pass.
We clearly have different perspectives on ethical business behaviour. These are all headlining marketed features with their respective devices that became expectations and then atrocious failures. A "sorry" doesn't cut it for something you say is flawless and what you built a lot of people up for in global conferences.
You're getting silly now. There is nothing unethical about the situation. Apple never promised a "flawless" product and - if they did - you were a fool if you believed them. As we have already discussed, all phones have some problems - it's part of the deal. If you find your perfect world - call us cuz we'd all like to live there.
Here's an interesting article that explains WHY Apple changed the map feature. As I said, it's a long term plan that will pay off in the long term. In the short term, if that's a deal killer for you (or anyone else) you don't have to buy the phone. That's really all there is to it. Apple will survive as usual - sorry.
http://www.schaeffersresearch.com/commentary/content/blogs/whos+the+winner+and+loser+in+the+apple+nasdaqaapl%2Fgoogle+nasdaqgoog+maps+war/outsidethebox_blog.aspx?single=true&blogid=113107
Thanks for linking an article that supports my entire point. Unethical behaviour of a business because they're too busy waving a stick to try and compete sooner and throw another company off. Responsible to share holders, not customers. I never once said this was exclusive to Apple, but it is what they're practicing. Stop beating an already rotting horse- I've never called Samsung, Google or Microsoft ethical.
"The real loser in this battle of tech giants, at least in the short run it seems, are the millions of iPhone 5 customers now stuck with a poor Maps app, as they await refinements to Maps. "
You can't be a "loser" if you don't buy. So obviously the maps feature is NOT a deal killer - it's a minor inconvenience.
You need to look up the meaning of "ethical" - you're using it wrong.
it's really claus
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bic.
yes I'm brazilian xD
I can't believe Apple let Maps go out as it is: perfectly awful. I immediately downloaded the Google Maps app and am happy with that until Apple get's its map act together. The other features of iOS6 are nice, though.
Mara
I used the Apple Maps for a week everywhere I went. It didn't get one destination wrong. All was perfect. The animations are smooth and the design is clean and the best of all I tried.
The only huge shortcoming is the poor satellite imagery. In our area London, ON lots of the images have clouds which hide the buildings.
I think the foundation is really good, they just need to have better data for those areas which do not have good images.
If I was Apple, I would open up Apple Maps like the Open Streetmap project and let people correct errors and add points of interests. I would gladly spend a few minutes here and there to add my favorite locations and if we only have a few dozen such people in every city Apple Maps would be the best in no time. It would also make users feel like they own the data.
You can submit corrections. One brazilian blog made it and they fix according the number of same submissions about the place with wrong name/info.
It's in brazilian portuguese but you can understand by the images http://blogdoiphone.com/2012/09/voce-mesmo-pode-melhorar-os-mapas-da-apple-em-sua-regiao-veja-como/
yes I'm brazilian xD
Former Apple executive and venture capitalist Jean-Louis Grassee writes of the deception:
"[Forstall's] demo was flawless, 2D and 3D maps, turn-by-turn navigation, spectacular flyovers… but not a word from the stage about the app's limitations, no self-deprecating wink, no admission that iOS Maps is an infant that needs to learn to crawl before walking, running, and ultimately lapping the frontrunner, Google Maps. Instead, we're told that Apple's Maps may be 'the most beautiful, powerful mapping service ever.'"
Read more: http://www.businessinsider.com/people-are-calling-for-this-apple-executives-head-2012-9#ixzz282ZIBLy1
yes I'm brazilian xD