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-- the story about the apple maps.
There's this town in Australia right and when you went to the town on apple maps.
It told you to be forty miles away from where the town actually it's.
-- that forty miles away was in the middle of the outback.
And with temperatures and a 115 degrees -- -- -- drink no -- to go no no no real sort moon navigational tools that work.
The local government said look you could die out in this 15115.
Degree heat WIRED Magazine reports now that today.
Apple's fix the issue of course apple ditch Google Maps for its own version of that happened the latest mobile software variety of problems forced.
Apple C you to make a rare public apology public relations consultant general partners -- -- -- -- -- joins us he's the author of the book rethinking reputation.
-- -- -- marketing and advertising in the new media world -- this down basically said look.
Using Google and using sorry using apple maps can kill you it was a good headline for them.
Yeah life threatening is never a good marketing image for a product now it's it brings a new meaning -- to the word killer apps.
OK -- you know that -- the problem with apple and I'm and I'm a shareholder apple it's a great company.
One of the best companies in the world but it's been in this vortex for the past month.
Of bad news you know so that every blogger is is piling on and every mediocre security analysts is sell -- and so in the stock has gone from 700.
In a month.
It's got to become more public.
In other words they have to start talking about their issues exactly in other words in this case would that was Australian -- thing.
It's what would was serious incident in Australia and it was as you describe but the company didn't say anything.
They went about fixing the problem what I would say is look acknowledge it just as they did when they introduced apple maps four months ago.
Tim Cook the CEO.
Said they're been some glitches would that would that would the service.
If you want you can use Google Maps -- you can use of Microsoft whenever we will fix it.
And we apologize that's the spirit that apple -- to adopt in everything.
And it seemed like after they did that that people sort of looking for the good things for instance app apple maps we'll give you turn by turn driving directions.
And it has a lot of features on there that we never had and our phones with Google Maps dump it in many ways it's an upgrade though that that's and that's a very good point of people said that 3-D.
Visual -- are terrific -- -- -- and so on.
The problem -- Apple's Steve Jobs was a marketing genius but he was arrogant he wasn't a great public relations person.
Tim Cook is a new guy and what I would say to them as they look you've got a great company you've got to stock that's that should be roaring I hope.
But you've got to be more public you've got to consider public relations more than you have up to now.
-- -- so thank you thank you have you heard --
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