Apple CEO Tim Cook:

“At Apple, we strive to make world-class products that deliver the best experience possible to our customers. With the launch of our new Maps last week, we fell short on this commitment. We are extremely sorry for the frustration this has caused our customers and we are doing everything we can to make Maps better.”

(Via The Verge.)

Click through for the full note from Cook.

The first paragraph is the primary thing any business should do when faced with unsatisfied customers: apologize and explain what will be done about the problem. Even when there is nothing a business can do to fix a problem, an apology goes a long way with most customers.

It’ll be interesting to hear how far Tim’s apology goes with Apple customers.

The Google C-suite must be having a good day today.