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Posted by on Sep 27, 2012

Apple chooses competitor over customer

Apple chooses competitor over customer

That Apple’s new Map app doesn’t work, is well established.  David Pogue summarised it neatly.

Maps is an appalling first release. It may be the most embarrassing, least usable piece of software Apple has ever unleashed.

But reading  Pogue’s investigative piece on why Apple removed Google Maps and added its own today I couldn’t help but see  the Trust Equity  – or lack there of – at work in the corridors of Apple.

The Trust Equity measures whether a company puts its customers’ interests above all others.   Companies with high Trust Equity  – like Lands End – would rather earn  less, and make it zing for the customer, than make it average and earn more.

Why does the Maps App create negative Trust Equity?

Pogue cites 2 reasons why Apple launched the Maps app:

  1. Archrival Google was going to put new map features on Android phones first, and only second on  iPhone.
  2. Apple didn’t want to send its usage data to Google which would only make Google better, not Apple.

In other words, Apple launched Maps App  to “win” from Google.  And while Apple knew they didn’t have a great product, the desire to beat Google was more important than the concern  that Maps App wasn’t up to snuff.

Today came the apology letter from Tim Cook.

The more our customers use our Maps the better it will get….While we’re improving Maps, you can try alternatives by downloading map apps from the App Store like Bing, MapQuest and Waze, or use Google or Nokia maps by going to their websites and creating an icon on your home screen to their web app.

In other words : we’re sorry.  But we’re not going to change anything. Please use it so we can get better (and beat Google). And yes, there are alternatives, but you probably already know that…

I’d hoped they might have put Google Maps back. Or at least explained why they didn’t.


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1 Comment

  1. Just to beat Google, sounds quite like Apple’s attitude, haha.

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