Outgoing Apple CEO Tim Cookcalled the failed launch of Apple Maps in 2012 his "first really big mistake" in the position, according to a Bloomberg report.
The Maps app launched with incorrect location names, incorrect directions, and a user experience that fell significantly short of Google Maps at the time. "The product wasn't ready, and we thought it was because we were trying more local things," Cook told staff.
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Reflecting on the fiasco, Cook said it was "significant," noting that he expressed his regret to users at the time and suggested they use competing navigation apps.
"We apologized for that, and we said, 'Use the other apps. They're better than ours.' And that was a humble admission," Cook said. "But it was the right thing to do for our users. And it's an example of keeping the user at the center of our decisions."
Cook added: 'Now we have the best maps app on the planet. We learned about persistence, and we did the right thing after we did the wrong thing.'
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The fallout led to the first major management shakeup during Tim Cook's tenure, with software chief Scott Forstall – a close associate of Steve Jobs – stepping down after the event.
Tim Cook: Disappointment with Apple Maps and pride in Apple Watch
On the other hand, Cook singled out the Apple Watch and its expanding health capabilities as the project he's most proud of. He recalled receiving his first note from a user whose life was saved by the device. "It stopped me in my tracks," he said.
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Cook admitted that his list of mistakes would be "extremely long" (the never-released AirPower charging mat and the abandoned Apple car would certainly be high up there) but the CEO has managed to avoid the product recalls and cancellations that have plagued other consumer device companies over the past 15 years.
Cook took over as CEO in August 2011 and will hand over the reins to John Ternus on September 1, 2026.
