Apple chief executive Tim Cook apologized Friday to customers frustrated with glaring errors in its new Maps service and, in an unusual move for the consumer giant, directed them to rival services such as Google Maps instead.
The rare apology follows Apple's launch of its own mapping service earlier this month, when it began selling the iPhone 5 and rolled out iOS 6, the highly anticipated update to its mobile software platform.
Users complained that the new Maps service - based on Dutch navigation equipment and digital map maker TomTom NV's data - contained geographical errors and gaps in information, and that it lacked features that made Google Maps so popular, from public transit directions to traffic data and streetview pictures.
"We are extremely sorry for the frustration this has caused our customers and we are doing everything we can to make Maps better," Cook said in a letter to customers released on its website, adding that the company "fell short" of its commitment to deliver "the best experience possible to our customers."
Unusually, he suggested that customers download rival mapping services available in Apple's App Store while the company improves the product.
"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 said in the letter.
