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Apple: We Fell Short

Rick Aristotle Munarriz
September 28, 2012

Apple (Nasdaq: AAPL  ) flew too close to the sun. Apparently, being that close to a blistering-hot star was enough to warp terrain images and burn out map details and public-transit information.

And now Apple's Tim Cook is apologizing for Apple Maps.

"At Apple, we strive to make world-class products that deliver the best experience possible to our customers," he wrote this morning. "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."

Apple has taken a lot of heat since last week's iOS 6 update that replaced Google's (Nasdaq: GOOG  ) mapping platform with its in-house solution. Critics largely think Apple's product is vastly inferior, but Cook isn't just apologizing.

Selling maps to the stars' homes
Beyond merely suggesting that Apple Maps will get better over time, especially as owners of iOS 6 devices begin using it more, Cook isn't afraid of directing users to more seasoned solutions.

"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," he offers.

Did you catch that?

The CEO of the world's most valuable company isn't afraid to name Microsoft's (Nasdaq: MSFT  ) Bing, AOL's (NYSE: AOL  ) MapQuest, Google, and Nokia (NYSE: NOK  ) as useful alternatives, even though Microsoft, Google, and Nokia are heated rivals in the smartphone space. Apple also isn't afraid to draw attention to Waze, the rapidly growing free app with more than 20 million users.

Is that cockiness in the face of humili