Apr 24

‘Go use these other apps. They’re better than ours’: Tim Cook reveals his biggest Apple mistake, and it’s not the long-delayed Siri overhaul

General News

▤ Summary

Tim Cook called the disastrous 2012 Apple Maps launch his biggest mistake, admitting the product wasn’t ready and apologizing while directing users to competitor mapping apps. The article argues Apple learned from Maps but points out a recent over-two-year delay to the promised Siri overhaul as evidence the company may still overpromise and underdeliver. It also lists other Cook regrets like AirPower and the autonomous car effort, while noting Apple generally avoids the recalls and cancellations that affect some peers. The piece frames these examples as a test of whether Apple truly internalized the lesson about shipping only ready products as Cook steps down after 15 years.