Tim Cook Calls Apple Maps His 'First Really Big Mistake,' Says He's Proud of Apple Watch

Tim Cook has called the 2012 launch of Apple Maps his "first really big mistake" during a recent internal town hall.



Speaking alongside his recently named successor, John Ternus, Cook pointed to the debut of Apple Maps as a misstep. The app was plagued by inaccurate directions, distorted imagery, and mislabeled landmarks, offering a far inferior experience to Google's mapping service at the time. According to a report from Bloomberg, Cook said the product "wasn't ready" and attributed the failure to testing that focused too heavily on local scenarios.


The rollout led to the first major leadership shakeup of Cook's tenure, resulting in the firing of software chief Scott Forstall. Cook issued a rare public apology and advised users to try competing apps while Apple worked on improvements. He described the experience as eating "humble pie," but said it reinforced the company's focus on putting users first. Cook added that Apple now has "the best map app on the planet."

Cook also pointed to the Apple Watch as a standout achievement. Introduced in 2014 with a basic heart-rate monitor, the device has since gained additional capabilities, including hypertension detection. He recalled receiving the first message from a customer who said the watch saved their life, noting that while he now receives similar emails regularly, that first one had a lasting impact.

Cook, who became CEO in August 2011, will step down on September 1 after overseeing Apple's growth from a $350 billion company to a $4 trillion business. He will transition to the role of executive chairman and noted that he remains in good health.

He acknowledged that the list of mistakes over his tenure would be "extraordinary in length." In addition to Apple Maps, other missteps included the canceled AirPower wireless charging mat and the decade-long effort to develop a self-driving car. Apple largely avoided the kind of major product recalls seen elsewhere in the industry.


Ternus also used the meeting to preview what lies ahead, telling employees that Apple is preparing to "change the world" again.