Tim Cook, Apple’s chief executive, has apologised to iPhone users for failings in its new Maps application after more than a week of complaints about the service's accuracy.
In a rare moment of contrition from the world’s most valuable company, Mr Cook said Apple was “extremely sorry for the frustration” caused by misplaced landmarks and incorrectly named locations in Maps, which replaced Google Maps in the latest version of the iPhone and iPad's operating system.
Mr Cook even suggested that customers should continue to use Google Maps through a web app, as well as pointing users towards other alternatives by smartphone rivals including Nokia and Microsoft while Apple works to fix the problem.
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