An Open Letter to Tim Cook: Why Throw Your Company Under the Bus?

Three Guys and a Podcast: Apple News & Analysis

An Open Letter to Tim Cook: Why Throw Your Company Under the Bus?

September 29, 2012 at 7:32pm Pacific Time
by: Mark Reschke
Categories: Apple Personnel, News, Review

Dear Mr. Cook,

I'm going to make this short and to the point. By now most of the public interested in iPhones knows Apple's new Mapping application has some glitches in various regions, and for the moment, lacks integrated public transit system information. I was pleased that you came forward with an open letter to inform the public that the highest levels at Apple are aware of the problems and they are being addressed post haste.

But why on earth would you take your own employees, along with one of the major thrusts of the new iPhone 5's marketing and power (Apple's all-new Maps app) and recommend customers use something else? Not only is that a massive marketing 101 screw up, it isn't warranted. Apple management has already stated the Apple Maps app is well over 99% accurate, and for 99% plus of it's users it's a joy to use. Over the past week I've used it extensively, and it has been a better solution than Google's mapping integration ever was. I'm sure millions can testify to the same experience, and I am asking them to do so in our comments area.

You should have let the public know that Apple made a mistake in not launching Maps as public beta software, that Apple jumped the gun a bit, and it should have been launched like Siri. This is the right way to communicate the applications current deficiencies, while informing consumers of its great new features, finishing your comments with a positive note that you believe Apple's Map app will be the most amazing solution in short order. But why on earth would you throw your own map team and product under buss is beyond the pale.

Next time you feel compelled to write an open letter, please give more consideration to your employees, product, shareholders, and potential buyers before recommending other products over your very own.

Regards,

~Mark

Mark Reschke - T-GAAP

5 Comments

David Abbott ~ September 28, 2012 13:30

Mark, I couldn't agree more! I think the "Extremely Sorry" was unwarranted and made Tim look weak. No apology was necessary. Let the public know you recognize the problem and FIX IT! Give the public a timeframe if you can and move on. Keep developing great products. #
Rick Roberts ~ September 28, 2012 15:45

Totally agree on this. Why didn’t he just say why the change was warranted and necessary in the first place? He could have mentioned Siri and her quick improvement in the context of telling about the new maps. #
Joe Dias ~ September 28, 2012 17:53

I wholeheartedly agree with you. Companies like Google & Microsoft, to name two, put out junk all the time. Sometimes never improve it! And you don't see them apologizing to anyone. Not their customers, nor their partners, not their employees. Not anyone. Perfection rarely comes out of the gate. But Genius does. Apple needs to keep with strategic plan and not apologize to anyone for running its business. Godly, makes me want to Apple's CEO. No execuses, no aplogies- were executing a plan. Come along for the ride. #
Ronald ~ September 28, 2012 23:51

Agreed. Maps is a great app, and a big improvement in many ways over the previous version. I went through my address book with many international addresses. Maps opened up (almost) every one of them; fast (rendering) and in the right spot. #
Luis Diaz ~ September 29, 2012 02:27

I wholeheartedly agree with you. Companies like Google & Microsoft, to name two, put out junk all the time. Sometimes never improve it! And you don't see them apologizing to anyone. Not their customers, nor their partners, not their employees. Not anyone. Perfection rarely comes out of the gate. But Genius does. Apple needs to keep with strategic plan and not apologize to anyone for running its business. Godly, makes me want to Apple's CEO. No execuses, no aplogies- were executing a plan. Come along for the ride. #

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Three Guys and a Podcast: Apple News & Analysis