"In this Wednesday, Sept. 12, 2012 photo, Apple CEO Tim Cook speaks during an introduction of the new iPhone 5 in San Francisco. Cook says the company is ""extremely sorry"" for the frustration that its maps application has caused and it's doing everything it can to make it better. Cook said in a letter posted online Friday Sept. 28, 2012 that Apple ""fell short"" in its commitment to make the best possible products for its customers. (AP Photo/Eric Risberg)"