Tim Cook will be leaving his position as CEO in a few months as John Ternus is known to be following in his footsteps. This development provides an opportunity to reflect on the Cook era and identify possible errors. The incumbent CEO also seems to see it that way: At a staff meeting, Cook pointed out his first serious mistake, according to Bloomberg. This is about the map app on the iPhone, which was supposed to replace Google Maps – and actually turned into a veritable debacle. However, the outgoing CEO also speaks specifically about a successful project that makes him particularly proud. Map app: From debacle to showcase project
In 2012, Apple launched its own maps application on the iPhone. Compared to Google Maps, the product was by no means convincing: sights had incorrect labels and the directions seemed extremely strange in many cases. It was the first big mistake as CEO of the company, said Cook. It was not a mature product and it was assumed that this was due to the concentration on more local content. Looking back, Cook sees the experience as “valuable.” At the time, he apologized to users and even advised them to use other navigation apps. He admits that it was “quite humiliating” – but for the users it was the right thing to do. The reference to competing products is a textbook example: Apple has always placed the user at the center of its decisions.
Apple Watch makes Cook proud
The doubts about the maps app now seem to have been completely dispelled: Apple has the “best maps app on the planet”. The company learned what persistence meant and did exactly the right thing after the mistake. The CEO points out that the list of errors is “extraordinarily long,” but unlike other manufacturers, he has managed to avoid product recalls. Cook also names the product that makes him most proud: He particularly highlights the Apple Watch and its increasingly extensive health functions at this point.
