In its current mobile operating system, Apple forced its customers to adopt a new mapping product. Which turned out to be terrible. It was a rare misstep for Apple, usually a freakishly perfectionist company.
Tim Cook comes clean. He does not pass the buck or deflect the blame. He doesn’t deny the problem. He holds up his hands and says: “We screwed up. That’s the fact.”
It is delightful when a CEO has the nerve and confidence to do this. Few do, sadly. Most will deploy weasel words and inane jargon rather than say sorry, in plain English.
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