CEO Tim Cook has issued a rare apology on behalf of Apple, admitting that its new Maps tool with iOS 6 isn't good enough.
"We are extremely sorry for the frustration this has caused our customers and we are doing everything we can to make Maps better," he said in an open letter to customers. "Everything we do at Apple is aimed at making our products the best in the world. We know that you expect that from us, and we will keep working non-stop until Maps lives up to the same incredibly high standard."
Cook even went as far as to recommend users download rival services to their devices while improvements in its own tool are worked on.
"You can try alternatives by downloading map apps from the App Store like Bing, MapQuest and Waze, or use Google or Nokia maps by going to their websites and creating an icon on your home screen to their web app," he said.
Cook, though, said the firm was still confident that over time its service would prove enticing to customers.
Users were angry when the update removed the native Google Maps application to replace it with Apple's own service, developed in conjunction with TomTom, and numerous issues with location accuracy and search functions were uncovered.
At first Apple merely noted there were some issues, but now Cook has issued a far longer, effusive apology admitting the firm "fell short" on its commitment to "make world-class products".
"There are already more than 100 million iOS devices using the new Apple Maps, with more and more joining us every day. In just over a week, iOS users with the new Maps have already searched for nearly half a billion locations," he said. "The more our customers use our Maps the better it will get and we greatly appreciate all of the feedback we have received from you."
Whether the apology is enough to appease disgruntled users remains to be seen, but sales of 5 million iPhone 5 devices on its opening weekend, despite the Maps issues already heading the headlines, suggests most are not put off by the incident.