Sorry, Tim Cook, Apology Not Accepted

Apple’s CEO is “extremely sorry” about the “frustration” the company’s homegrown maps app “has caused our customers”. Sorry isn’t good enough because it’s directed at the wrong place. Apple replaced Google Maps in the newest version of iOS on September 19, and even Cook admits “we fell short on this commitment” to “make world-class products that deliver the best experience possible to our customers”. Simply stated: Apple Maps app sucks, but he apologizes about the wrong thing.

Cook’s letter of apology should go further and get to the root problem: Why Apple ditched Google Maps in the first place. Before his death, Steve Jobs told his biographer that Google’s Android essentially is a stolen product, a copycat: “I’m willing to go thermonuclear war on this”. Apple bombs Android competitors with patent lawsuits, risking fallout in the form of legal precedents that could hurt all tech companies. Apple’s dumping Google Maps, and also YouTube, from iOS are warfare tactics — and bigger than copying concerns when looking at local search as future ad revenue opportunity. Apple customers are collateral damage from nuclear fallout that is the new mapping app.

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