Tim Cook Reflects on Apple Maps Launch as His "First Really Big Mistake"

Apple CEO Tim Cook described the 2012 launch of Apple Maps as his "first really big mistake" in the role, during a town hall meeting with incoming CEO John Ternus, as reported by Bloomberg.

The Maps app launched with mislabeled landmarks, faulty directions, and a user experience falling short of Google Maps. Cook stated, "The product wasn't ready, and we thought it was because we were testing more of local kind of stuff."

A Humble Apology

Cook noted that the company apologized to users and suggested using competing navigation apps. He said, "We apologized for it, and we said, 'Go use these other apps. They're better than ours.' And that was some humble pie. But it was the right thing for our users."

Cook added that Apple now has "the best map app on the planet" and that the mistake taught persistence and keeping users at the center of decisions.

The fallout led to the departure of software chief Scott Forstall, a close collaborator of Steve Jobs. Forstall was later invited back for Apple's 50th anniversary.

Pride in the Apple Watch

Cook singled out the Apple Watch and its health features as the work he is most proud of, recalling a user whose life was saved by the device.

Cook acknowledged that his list of mistakes is lengthy (including the never-released AirPower and the abandoned car project), but stated that Apple has avoided major product recalls or cancellations seen at other companies.

Background

Tim Cook became CEO in August 2011. He will hand over the role to Ternus, currently chief of hardware engineering, on September 1, 2026.