Maps App Flap: Apple's Tim Cook Says 'Sorry' for iPhone 5 Flaw

We don’t usually hear much from Apple leading up to and after the launch of a new product, but complaints about the company’s new maps application debuting last week on iOS6, the latest version of the company’s mobile software, and a prominent feature on the iPhone 5, which went on sale last week have prompted CEO Tim Cook to issue a rare apology.

In a letter posted on Apple’s website, Cook said Apple "fell short on its commitment" with the launch of Maps, adding that he is "extremely sorry for the frustration this has caused our customers and we are doing everything we can to make Maps better."

Apple replaced Google Maps which is not compatible with the iOS update with its own program, which customers have criticized for inaccuracies.

Saying his company is "doing everything we can to make Maps better," Cook made the surprising move of recommending customers use rivals’ maps apps until Apple can fix the problem with an update.

"While were 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," Cook wrote.

One can hardly imagine company co-founder Steve Jobs making a similar apology if he were still alive and running the company. Jobs did acknowledge problems dubbed in the media as "Antennagate" back in 2010, but didn’t go as far to say the company was responsible for design problems that impacted reception for voice calls.