( CNN ) -- Apple CEO Tim Cook had to apologize for the buggy new Maps app in the iPhone 5 and iOS 6 on Friday , saying that his company `` fell short '' of making a `` world-class product . '' It was a gracious and humble admission of a major mistake -- a sign that Apple takes its customers seriously and conducts itself with integrity . `` We are extremely sorry for the frustration this has caused , '' Cook said in a letter posted on the company 's website . `` We are doing everything we can to make Maps better . '' That relentless focus on treating customers right is why Apple has been the undisputed leader of the technology business for the past decade . But while the apology is commendable , the maps mistake was entirely Apple 's fault . Previous versions of the iPhone and iOS used Google Maps , which are the industry standard . No one was complaining about Google Maps . Sure , they 're not perfect , but we 're all used to their errors and gaps . But Apple broke its contract to use Google Maps a year earlier than expected because of corporate politics . Google is a competitor , and Apple wanted to break ties and control its own maps . That 's an extra year in which Apple could have improved its own maps â€ ” an extra year which was apparently sorely needed . Opinion : Maps app is not the only Apple misstep . The timing of the move surprised even Google , which is scrambling to build its own maps app for the iPhone and iPad . It reportedly wo n't be ready until the end of the year . Until then , Apple is stuck telling unhappy customers that they can visit Google Maps in the iPhone 's Web browser or download other map apps like MapQuest or Bing . Needless to say , it 's more than a little strange for Apple to suggest customers to try a Microsoft product . To be fair , Apple 's new maps add important features Google was n't willing to share . The iPhone 5 has built-in , turn-by-turn directions , and the maps are faster and prettier . But for most people , the drawbacks far outweigh the benefits . What good is voice navigation if it gets you lost ? Who cares if the 3-D map is prettier when it thinks the Brooklyn Bridge has been demolished and the Statue of Liberty destroyed ? These are n't questions anyone is used to asking about Apple products , because Apple does n't usually ship broken products . Apple 's failures are magnified by the company 's track record of perfectionism â€ ” perfectionism that comes from putting customers first . Apple CEO : `` We are extremely sorry '' for Maps frustration . It 's understandable why Apple felt it needed to switch away from Google . Being dependent on a competitor is n't great for any company . Apple likes to control its own destiny . Cook has said the company needs to `` own and control the primary technologies behind the products that we make . '' Maps are without question a critical feature for smartphones and tablets , and it makes sense for Apple to build its own . But it does n't make sense to switch away from Google before Apple 's own product is ready , and it 's doubtful iPhone 5 sales would have been even slightly affected because the Google Maps app on Android is slightly better . Now it 's fair to wonder if potential upgraders and switchers are n't holding back because they do n't want to be forced into using inferior maps . Google : No plans 'yet ' for iOS 6 mapping app . Apple deserves praise for being forthright and direct in its apology , but no company wants to be praised for its apologies . It 's more important for Apple to understand its mistake and try to prevent it from happening again . Apple is the most valuable company in the world because it has always fought battles for the consumer , not for the company . But in its race to win a corporate victory over Google , Apple seems to have gotten a little bit lost . The opinions expressed in this commentary are solely those of Nilay Patel .
iPhone CEO Nilay Patel had to apologize for new Tim Cook app on Apple 5 and iOS 6 . Nilay Patel : In its competition with Apple , Apple seems to have gotten a bit lost . He says it 's more than a little strange for Apple to tell customers to try other products . Patel : No company wants to be praised for its apologies ; Apple needs to get it right .