Tim Cook Calls Apple Maps Launch His 'First Big Mistake' as CEO

2 days ago

Tim Cook cites the 2012 Apple Maps launch as his biggest mistake due to mislabeled landmarks and poor user experience.
He apologized to users, recommended competitors' apps, and emphasized keeping users at the center of decisions.
Cook now considers Apple Maps the best map app, highlighting lessons in persistence and improvement.
The Maps fallout led to management changes, including the departure of software chief Scott Forstall.
Cook is most proud of the Apple Watch's health features, sharing a story where it saved a user's life.
He acknowledges other mistakes like AirPower and the car project but has avoided major product recalls.
Cook became CEO in 2011 and will hand over to John Ternus, hardware chief, on September 1, 2026.

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