Apple's new CEO Tim Cook did an excellent job with his public apology, as described in the Fast Company article. However, I believe there is room to question the decision on Apple's part to launch their Maps application with the release of their new phone.

This app was clearly was not ready.  Sometimes, a 'not quite ready' application can work out fine. For example if Siri does not deliver the right solution in every instance, the user does not suffer a major hardship. On the other hand, map applications are relied on to get people where they are going, often times in unfamiliar areas. Add some time pressure from an important appointment and you have a recipe for some very hard feelings directed towards the brand.