Cook tells staff that Apple Maps was his big mistake
By William Gallagher
Published on April 23, 2026.
Outgoing CEO Tim Cook has told employees that the launch of Apple Maps was his "first big mistake" after taking over from Steve Jobs. The product was not ready when Cook took over and was replaced by Scott Forstall, who had been in overall charge of the service but not co-signed an apology for not approving the apology. This is not the first time Cook has admitted to the failures of the Apple Maps service, which originally gave erroneous directions and sometimes life-threatening ones. Despite these failures, Cook remains proud of what Apple Maps has become, but acknowledged that there were many mistakes he made during his tenure as CEO.
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