Experts applaud Apple CEO Tim Cook's apology over Maps misstep
But Ezra Gottheil, an analyst with Technology Business Research, saw Cook's apology as different than earlier Apple's admissions.
"I think this is more humble than Jobs' letters," Gottheil said in an email reply to questions. "Jobs tended to introduce mitigating circumstances and assertions of Apple's overall superiority. While often factually correct, they undercut the company's sincerity."
And Rick pointed out that Cook's letter covered all the important bases.
"He acknowledges the problem ('we fell short'); expresses contrition ('we are extremely sorry'); doesn't make excuses; offers workarounds (even mentioning Google -- Wow!); employs statistics to sugarcoat the bad news (100 million devices; half a billion locations); and promises to do better (we'll 'keep working nonstop')," said Rick, also via email. "The letter is also promoted on Apple's homepage, which is exclusive real estate."
Gottheil echoed that.
"I think this is the right thing to do, from the perspective of a business action, and from the perspective of treating your customers with respect," he said. "It's fairly rapid, makes no attempt to minimize the problem, offers immediate solutions, and commits to addressing the problem.
"A true apology, a rare thing these days," Gottheil said. "Although they never really completely fix things, a real apology always helps."
But some were less willing to cut Apple much slack.
"It is a good move for Apple to acknowledge the low quality of Apple Maps, but they should have never released it in the first place," said Patrick Moorhead, principal analyst with Moor Insights & Strategy, who last week blasted Apple, calling the maps issue as bad as the "Antennagate" dustup in 2010. "They should have called it a beta, worked hard to improve, then re-release when it was high quality."
Dany Gaspar, director of digital strategy at Levick, a Washington, D.C. firm that helps companies deal with public relations emergencies, agreed that Cook's letter is a good start, but ultimately unsatisfactory.
"While I applaud Apple for taking this initial step, I feel they still fell a little short," said Gaspar. "Apple needs to convey a message that they are taking the necessary steps to regain their customers' trust. This should include changes they are making internally to their mapping development team and adding the option to download the Google Maps app."
"Apple's stumble is legitimate news," said Gottheil. "Nevertheless, this takes away the 'arrogant Apple' aspect.
Most experts believe that the maps brouhaha will not significantly affect sales of Apple's new iPhone 5, which is powered by iOS 6.
Gregg Keizer covers Microsoft, security issues, Apple, Web browsers and general technology breaking news for Computerworld. Follow Gregg on Twitter at @gkeizer, on Google+ or subscribe to Gregg's RSS feed . His email address is email@example.com.
- Heartbleed flaw affects mobile apps, too
- Microsoft gets strategic with its Enterprise Mobility Suite
- Apple slates WWDC for June 2-6, sets up ticket lottery
- Nadella to Cook on Office revenue sharing: Drop dead
- Update: Microsoft unveils Office for iPad
- iOS tops Android for Web browsing in U.S. and other developed nations
- Apple ships iOS 7.1 with CarPlay support, home screen crash fix
- Apple to fix iOS 7 crash bug
- Apple rang up $10B in app sales in 2013
- Balky browsers tick off tablet owners
Read more about Mobile Apps in Computerworld's Mobile Apps Topic Center.
- Silicon Valley's 19 Coolest Places to Work
- Is Windows 8 Development Worth the Trouble?
- 8 Books Every IT Leader Should Read This Year
- 10 Hot Hadoop Startups to Watch
- Slideshow: 7 security mistakes people make with their mobile device
- iOS vs. Android: Which is more secure?
- 11 sure signs you've been hacked
- Gartner Magic Quadrant for Mobile Application Development Platforms As unprecedented numbers of enterprises build mobile applications, the mobile application development platform market continues to grow and evolve rapidly.
- The Total Economic Impact of IBM's Worklight Platform Mobile is the fastest growing consumer technology in history. As enterprises build apps to engage these new users they are facing increased complexity...
- Improve Your Mobile Application Security with IBM Worklight IBM® Worklight helps organizations extend their business across multiple mobile devices. It provides an open, comprehensive and advanced mobile application platform to help...
- Unlock the Value of Enterprise Mobility Download this guide and learn how to manage the secure deployment of enterprise mobile apps and data, while still encouraging the levels of...
- It's Chaos Out There Worried about your mobile apps? You should be; it's chaos out there. Check out this humorous video and see if you can recognize...
- Top 4 Digital Signage Fails Join RMG Networks for a look at four of the most common reasons digital signage fails in corporate businesses. Learn about strategies to... All Mobile Apps White Papers | Webcasts
Our new weekly Consumerization of IT newsletter covers a wide range of trends including BYOD, smartphones, tablets, MDM, cloud, social and what it all means for IT. Subscribe now and stay up to date!