Apple chief Tim Cook says sorry for maps flop Apple CEO Tim Cook says the company is "extremely sorry" for the frustration that its maps application has caused and it is doing everything it can to make it better. Mr Cook said in a letter posted online today that Apple "fell short" in its commitment to make the best possible products for its customers. He recommends that people try alternatives by downloading competing map apps from the App Store while Apple works on its own maps products. The firm based in Cupertino, California, had released an update to its iPhone and iPad operating system last week that replaced Google Maps with Apple's own maps application. But users complained that the new maps have fewer details, lack public transit directions and misplace landmarks, among other problems.