Tim Cook officially admitted Friday that the Cupertino based compamy “fell short” with the homegrown app, which is provided on iOS 6 running devices, says Tech Crunch.
“At Apple, we strive to make world-class products that deliver the best experience possible to our customers,” he wrote on Apple’s official website.
“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 Inc. unveiled its in-house maps service at its event on Sept. 12, designed to replace the Google maps software.
The new application is one of the main upgrades of the latest version of software that powers all Apple phones and tablets.
The Californian company used Google’s maps service for years before the relations between two companies worsened as Apple accuses the search engine of essentially ripping off iPhone and iPad software to create the Android operating system.
Unfortunately, users quickly found that several services they used to rely on, as Google’s transit-based directions, were severely limited in the new Apple software.
Which is more, many locations around the world were either populated with inaccurate data about local points of interest, or simply missing, reports The Globe And Mail.
Within the letter, Cook explains that it’s the first version of Maps on iOS, but that “as time progressed, [they] wanted to provide customers with even better Maps including features such as turn-by-turn directions, voice integration, Flyover and vector-based maps.”
“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,” the CEO encourages Apple users and suggests using other apps:
“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.”
So far, more than 100 million iOS devices are using the Maps designed by the Californian tech giant, and in just more than a week, people have already searched for nearly half a billion locations using it, Cook reported.
Tech analysts said Apple created its own Maps app as part of the company’s desire to have a tighter ecosystem of software, especially for key apps that consumers use frequently, The Los Angeles Times reports.
“They want to have more control,” said James Ragan, an analyst at Crowell, Weedon & Co. “And it probably has to do with not relying on Google so much.”
Meanwhile, Google’s Executive Chairman Eric Schmidt said earlier this week that Apple users shouldn’t expect to get the Google Maps app back any time soon.
“In my opinion it would have been better to retain our maps,” he reportedly told reporters. “It’s their decision, I’ll let them describe it.”
However, Scott Thompson, an analyst at FBR Capital Markets, predicts that negative reviews for Apple’s Maps app will likely not affect sales of the next generation smartphone, which sold a record 5 million units in its first three days of sales. Cook’s letter, he explained, was “a classic example of crisis control.”
“If you’re a corporate exec and you have a PR issue on your hands, you have to come clean, and Tim is doing that,” he said. “Now he has to execute and he has to fix it.”