"Had Apple set the public’s expectations better, we may be having a very different discussion at this point." This, for me, captures exactly why Apple deserve

"Had Apple set the public’s expectations better, we may be having a very different discussion at this point." This, for me, captures exactly why Apple deserve the backlash they've seen from this whole Maps thing (and why Tim Cook's apology was much needed). Their special events are always filled with the same bullshit: 'Amazing'. 'Magical'. 'Incredible'. 'Unbelievable'. Ok, Apple have very talented people working on their products, and they're extremely proud of what they do (they should be), so I get that they can't help but roll out the same marketing spin for everything they release. This of course backfires when we get these products in our hands and they're not everything we expected them to be. The biggest change that needs to happen at Apple now is that they need to breed humility into their culture, and show it more in public. The last hint of humility I saw from them in recent years was the word 'beta' slapped onto Siri at its original announcement, and yet Forstall still put on a flawless presentation that showed Siri as far more capable and responsive than it's been in the wild. The most recent of course, was Tim Cook's Maps apology. Steve Jobs would never have written that letter, and I'm glad that there is now someone running Apple that knows when an apology is due, especially one that recommends alternative products in the meantime, rather than shovelling shit on them in an Antennagate-style "we suck, but look, everyone else sucks more, na na na na na". It takes a certain kind of person to get a company like Apple to the top. It takes an entirely different kind of person to keep them there. I can only hope that this is first step in Apple forging a more honest, humble, real relationship with it's consumers, because in time that will be the only thing that can secure their future.