Stefan Mileschin

Apple has finally admitted that its Maps software is a chocolate teapot and users should be using Google maps instead.

Instead of following his predecessor Steve Jobs's policy of blaming users when Apple cocks up, Apple CEO Tim Cook stuck his hand up and said sorry to customers frustrated with glaring errors in its new Maps service.

The whole mapping fiasco removes one of the only reasons to buy the new iPhone5. Apple's axed the use of Google's accurate and efficient service in a statement designed to show its superiority to Android.

The only problem was Apple's software did not work, something that Cook must have been aware of when he signed off on it.

The new Maps service was based on Dutch navigation equipment and digital map maker TomTom NV's data. But it contained geographical errors and gaps in information, and that it lacked features that made Google Maps so popular.

Cook said that Apple was extremely sorry for the frustration this has caused customers and it was doing everything we can to make Maps better.

Cook said Jobs' Mob "fell short" of its commitment to deliver "the best experience possible to our customers."

He suggested that customers download rival mapping services available in Apple's App Store while the company improves the product.

He also suggested 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.

Historically, Apple would rather gouge out its own eyes with a spoon rather than admit that it was wrong, or recommend a rival product. Jobs famously blamed users for holding their phones the wrong way when he tried to peddle the broken iPhone 4.

Cook's apology is being touted that things are different now he is in charge. But it is hard to see how he could have done much else.

The Tame Apple Press (TAP) is frantically trying to find people who will say that the mapping application will get better, pointing out that Google maps was rubbish when it first came out .

But Google maps is free and not being touted as one of the best reasons to by a mobile product, which is what Apple did. It was also not the second software failure in a row. Apple tried to sell its iPhone 4S on the back of its SIRI voice activated search system. The problem was that did not work and the iPhone4S was otherwise the iPhone4.

Apple's home-grown Maps was introduced with much fanfare in June by software chief Scott Forstall. It was billed as one of the key highlights of the updated iOS6 software.

Walter Isaacson said in his biography of Jobs that it was Tim Cook who made the saviour fix the iPhone4 and front up to angry users.

Cook quoted someone as saying that Apple was becoming the new Microsoft, complacent and arrogant, and the next day Jobs changed his attitude.

Word on the strasse is that it will take Apple years to come up with viable mapping software as its current product is well behind Google's.

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