The Apple Maps fiasco tarnished an otherwise sterling launch for the iPhone 5, sending users to incorrect locations and displaying highways in the middle of oceans. Cook still acknowledges that the company messed up with the launch of Maps, but says the decision to move to an in-house solution was made for consumer benefit, not to lock down the iOS platform even further.

From NBC: On Maps, a few years ago, we decided that we wanted to provide customers features that we didn’t have in the current edition of Maps. It [Maps] didn’t meet our customers’ expectation, and our expectations of ourselves are even higher than our customers’. However, I can tell you, so we screwed up.”