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TheStreet Open House

If Steve Jobs Were Alive, He Would Fire Tim Cook

Stocks in this article: AAPLGOOGNOKJCP

NEW YORK ( TheStreet) -- The level of delusion among Apple (AAPL) bulls reached unprecedented levels Friday morning.

Of course, Apple CEO Tim Cook apologized for MappleGate, just days after the company referred to the application as possibly "the most beautiful, powerful mapping service ever." (Apple has since changed the language on its Website to read: All in a beautiful vector-based interface that scales and zooms with ease).

I have been using Apple's Maps app on my iPhone 5. While it was certainly a mistake to release an unrefined product to replace the solid Google (GOOG) Maps, it's not that bad.

Everything works fine, particularly the turn-by-turn directions. No doubt, it's an absolute joke to launch without public transit, with incomplete location data and a design that leaves quite a bit, relatively speaking, to be desired.

If, for whatever reason, he felt the need to release something inferior, all Cook needed to do was slap a "Beta" tag on the product, just like Apple did with Siri. Beta simply lowers the customer's expectations.



Apple probably did not "Beta" Maps because, unlike Siri, many users expect a reliable and fully-functioning mapping application. So, you can't say it's not there yet, which, as Cook learned the hard way, only supports not releasing it in the first place.

The prudent choice would have been to release a Beta version and keep Google Maps around.

But, hindsight is 20/20. For better or worse, it's out there.

I view Apple the same way I do pizza and sex. There's no such thing as a bad Apple product.

Steve Jobs set the bar so ridiculously high that it's almost unfair to criticize what happens on Cook's watch. It's like ridiculing David Lee Roth for not being able to successfully replace Howard Stern in morning drive radio. Roth was out of his league.

The real issue here -- as usual -- does not deal with the short-term noise the media likes to focus on. Sure, relatively speaking, Apple's Maps app stinks.

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