Apple chief executive officer Tim Cook has indeed apologized for the phone maker’s Maps application. The CEO posted a letter posted to the company’s website and said that Apple was extremely sorry for the frustration that customers have had with their maps. He added that Apple is now trying to improve the application for users. At the same time, he suggested that users can try other map applications available at the App Store such as Bing, MapQuest and Waze. He also suggested users can pick map apps from Google and Nokia. This is a first for Apple that has not shown such strong apologies in the past.

Cook said, “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.” Apple apologized in the past when there was an antenna issue with the iPhone 4. Late Apple co-founder and CEO Steve Jobs had said he would issue a free bumper case to every iPhone 4 user. He also said that they were not the only company facing such an issue and the interference occurred when the phone was held in a given way.

In his letter this time, Cook also suggested why the company did not go ahead with Google Maps. He said that Apple wanted to provide an application built from “the ground up” with features such as turn-by-turn directions, voice integration, Flyover and vector-based maps.