I hate how everyone has decidedly become a Steve Jobs expert, so I won't even begin to make a comment or guess on what Jobs would or would not have done. But i

I hate how everyone has decidedly become a Steve Jobs expert, so I won't even begin to make a comment or guess on what Jobs would or would not have done. But it's suffice to say that Tim Cook's apology really isn't something that's so mindblowing. The debacle over Apple Maps is so huge that Cook had no choice but to apologize. People around the world are not only outraged by how inferior Apple Maps is, but they are now ridiculing it, to the point where many believe it could actually impact sales of the iPhone 5, and drastically slow down migration to iOS 6. Someone had to do something to quell the outrage, and for something of this magnitude, that someone had to be the CEO. It's pretty coincidental that another huge debacle, the NFL replacement ref situation, both came to a head in the same week. Roger Goodell, also had to issue an apology to fans as well, for letting the situation get so out of control that it affected the quality and reputation of the NFL. It's the exact same playbook (pun intended) as Tim Cook's.