Apple apologizes for Maps flaws

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, including public transit directions, comprehensive traffic data or street view pictures.

"We are extremely sorry for the frustration this has caused our customers and we are doing everything we can to make Maps better," Tim 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.

"It is a bit unusual but at the same time, Tim is keeping Apple's commitment to provide the best user experience for customers," Sterne Agee analyst Shaw Wu said. "A key reason for Apple's success is keeping customers happy so we think this is a good move."

"People forget that Google Maps started out inferior to Mapquest and Yahoo Maps," he added.

Apple is typically loathe to tout rival services and the contrite apology by Cook is an indication of how Apple is changing under the chief executive who took over last year from co-founder Steve Jobs just before his death.

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