Apple did something unprecedented today.
I’m not talking about Tim Cook’s apology for iOS 6 Maps. While it’s rare, Apple has apologized before, especially recently: see John Browett’s admission that the company had “messed up” when cutting shifts among Retail Employees, and Apple’s public about-face when pulling out of the EPEAT rating system. One of the things that makes Apple great is they’re not afraid to be as harsh on themselves as they are on the competition when they’ve fucked up.
No, what Apple did today is far more uncharacteristic than an apology. They suggested that you use a third-party app instead of their own.