As Tim Cook prepares to step down as Apple CEO, he reflects on the 2012 launch of Apple Maps, describing it as his first significant error in the role. The app’s debut was marred by incorrect landmarks, unreliable directions, and a subpar user experience compared to Google Maps. Cook acknowledged the product wasn’t ready, attributing the oversight to localized testing. He expressed regret at the time, advising users to opt for better alternatives, emphasizing the importance of user-centric decisions. The incident led to a major management shake-up, resulting in the departure of software chief Scott Forstall. Despite this setback, Cook is proud of innovations like the Apple Watch, which has had life-saving impacts. While acknowledging a lengthy list of mistakes, including the unreleased AirPower mat and the abandoned car project, Cook has largely avoided major product recalls. Cook, who became CEO in August 2011, will pass the leadership baton to John Ternus on September 1, 2026.
What was Tim Cook’s first major mistake as Apple CEO?
