10:53a ET September 28, 2012 (Dow Jones)
UPDATE: Apple CEO Apologizes for Quality of Maps App
--CEO says company "extremely sorry" for users' frustration
--Maps app came preloaded on new operating system shipped on iPhone 5
--Apology follows flap over reception on earlier smartphone
(Adds additional company information on company history, Google Maps, iPhone 5 launch beginning in second paragraph.)
By Drew FitzGerald
Apple Inc. (AAPL) Chief Executive Tim Cook offered customers a rare apology Friday for the quality of its new mobile mapping application, acknowledging the fierce level of criticism the software has stirred among users.
The unusual comment comes a week after the company started selling its newest iPhone equipped with the app, replacing the Google Inc. (GOOG) software that had come standard on earlier handsets. Apple's newest mobile operating system doesn't support Google Maps--though users can still view it through a web browser--and Google Chairman Eric Schmidt on Tuesday said users are unlikely to see a new version supported by iOS6 any time soon.
More than 100 million new and existing Apple users have adopted iOS 6, which replaced Google Maps with Apple's purpose-built mapping app.
Users have panned Apple Maps online, mocking the software for misplaced location markers and bizarre satellite images.
"At Apple, we strive to make world-class products that deliver the best experience possible to our customers," Mr. Cook wrote in a message posted on the Cupertino, Calif. company's website Friday morning. "With the launch of our new Maps last week, we fell short on this commitment."
The response marks the second high-profile apology in recent years from a company more accustomed to rave reviews. Apple was also forced to defend itself in 2010 after iPhone 4 users complained the smartphone lost reception when held a certain way. Then-Chief Executive Steve Jobs eventually apologized to customers but stopped short of saying that Apple's design choices were to blame.
On Friday, the late Mr. Jobs' successor said the company is "extremely sorry for the frustration this has caused our customers" and is working to improve the app.
"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," Mr. Cook said.
The chief executive also took the unusual step of suggesting users try competing software if they are dissatisfied, pointing to apps from Microsoft Corp.'s (MSFT) Bing, MapQuest and Waze. Customers can also use maps from Google or Nokia Corp. (NOK, NOK1V.HE) through the web, he said.
Apple said it sold more than five million iPhone 5s during its first three days in stores last week, a figure that excludes millions of devices customers ordered online. The company on Friday added 22 markets to the nine selected for launch last week, extending its most aggressive rollout schedule ever.
Apple shares were recently off 1.4% at $671.55 Friday, off from an all-time high of $705.07 reached last week.