"We wanted to provide the customer turn-by-turn directions. We wanted to provide the customer voice integration. We wanted to provide the customer flyover. And so we had a list of things that we thought would be a great customer experience, and we couldn't do it any other way than to do it ourselves.
"So it wasn't a matter of saying, 'Strategically it's important that we not work with company X.' . . . We screwed up. That's the fact."
Apple's iOS 6 operating system said goodbye to Google Maps in favor of its own in-house mobile maps app, Apple Maps. When the app started receiving less-than-stellar feedback, Tim published a humble letter apologizing for the app's shortcomings and, much to our surprise, suggested several alternatives.