"This isn't a case of measuring a response to an unforeseeable situation twice and cutting it loose to the press and public once. This is a case of risk assessment and mitigation gone wrong, and of brand currency expended. Apple doesn't only have to fix maps, they have to fix the process that resulted in Tim Cook having to write this letter." ~ Rene Ritchie, Editor-in-Chief of iMore, responding to Tim Cook's very public apology for the huge fail that is Apple Maps on iOS6.
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Huh. They're right, of course. If Apple doesn't then this is truly signaling the beginning of the end of Apple. There have already been other signs but none that impacted their own customers quite so directly. I guess it comes down to "Will they fix it" or "What will the next blunder be". For those of us who don't see their day to day workings only time will tell.