A Close Reading of Two Apple Apologies

Apple CEO Tim Cook delivers the keynote address during the Apple 2012 World Wide Developers Conference in San Francisco, California. Photograph by Justin Sullivan/Getty Images

Today’s announcement from Apple Chief Executive Tim Cook, in which he addressed dissatisfaction with Apple’s new Maps app in iOS 6, is not the first time Apple has apologized to its customers. The company gave free cases or rebates to iPhone customers during the “Antennagate” glitch in 2010 and issued $100 rebates to customers who bought the first iPhones in the summer of 2007, before Apple dropped the price by $200 only two months later, in September.

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