‘The product wasn’t ready’: Tim Cook says the Apple Maps launch was his biggest mistake — even as Google confirms that the new Siri delays will stretch beyond two years

In a leaked Apple town hall meeting, outgoing CEO Tim Cook reflected on his tenure, singling out the 2012 Apple Maps launch as his "first really big mistake." Cook admitted the product wasn't ready, blaming overly localized testing that missed catastrophic global issues like incorrect directions and mislabeled places. The rollout forced a rare public apology and the ouster of exec Scott Forstall. Cook called the experience "humble pie" but said it taught Apple valuable lessons about persistence and user-centricity, noting Apple Maps eventually became "the best map app on the planet."

However, Apple appears to be repeating the same error with Siri. Google recently confirmed that the revamped Siri, powered partly by Gemini and originally promised in June 2024, won't arrive until late 2026—over two years late. This mirrors the Maps fiasco: overpromising features like personal context understanding and in-app actions before the technology was ready. Critics argue Apple hasn't truly learned its lesson, as the company continues to announce ambitious AI features it can't deliver on time, frustrating users and developers alike.