Apple has issued a humiliating and humbling apology to customers after being widely derided for the accuracy of its new maps service.
Chief executive Tim Cook went so far as to recommend that frustrated customers use rival products such as Google Maps to ensure they find what they are looking for.
The maps service was unveiled with the launch earlier this month of Apple's iPhone 5, but was immediately castigated by users for glaring errors and limited applications.
Among the mistakes was the inclusion of a closed London Tube station, listing defunct businesses, and identifying a farm in Dublin as an airfield.
In his apology, Mr Cook said: "We are extremely sorry for the frustration this has caused our customers.
"While we're improving maps, you can try alternatives by downloading map apps from the App Store like Bing, MapQuest and Waze, or use Google or Nokia maps."