In a recent town hall meeting reported by Bloomberg (paywalled), Apple CEO Tim Cook named the troubled 2012 launch of Apple Maps as his "first really big mistake" in the role. "The product wasn't ready, and we thought it was because we were testing more of local kind of stuff," Cook told staff. MacRumors reports: Reflecting on the debacle, Cook said it was "valuable," noting that he expressed regret to users at the time and suggested they use competing navigation apps instead. "We apologized for it, and we said, 'Go use these other apps. They're better than ours.' And that was some humble pie," Cook said. "But it was the right thing for our users. And so it's an example of keeping the user at the center of the decisions that we made." Cook added: "Now we've got the best map app on the planet. We learned about persistence, and we did exactly the right thing having made the mistake."

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