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Outgoing Apple CEO Tim Cook has named the botched 2012 launch of Apple Maps as his "first really big mistake" in the role, according to a Bloomberg report covering the town hall meeting that was held Tuesday with his recently announced successor, John Ternus. The Maps app launched with mislabeled landmarks, faulty directions, and a user experience that fell well short of Google Maps at the time. "The product wasn't ready, and we thought it was because we were testing more of local kind of stuff," Cook told staff. Reflecting on the debacle, Cook said it was "valuable," noting that he expressed regret to users at the time and suggested they use competing navigation apps instead. From the report: "We apologized for it, and we said, 'Go use these other apps. They're better than ours.' And that was some humble pie," Cook said. "But it was the right thing for our users. And so it's an example of keeping the user at the center of the decisions that we made." Cook added: "Now we've got the best map app on the planet. We learned about persistence, and we did exactly the right thing having made the mistake." The fallout led to the first major management shake-up of Cook's tenure, with software chief Scott Forstall – a close Steve Jobs collaborator – pushed out in the aftermath. (Fun fact: Forstall was recently invited back to Apple Park to celebrate the company's 50th anniversary.) On the bright side, Cook singled out the Apple Watch and its expanding health features as the work he's most proud of. He recalled receiving his first note from a user whose life had been saved by the device. "It caused me to just stop in my steps," he said. Cook conceded that his list of mistakes would be "extraordinary in length" (the never-released AirPower charging mat and Apple's abandoned car project would surely be high up there) but the CEO has successfully avoided the kind of product recalls and cancellations that have plagued other consumer device companies over the last 15 years. Cook became CEO in August 2011 and hands over the reins to Ternus, currently chief of hardware engineering, on September 1, 2026. Tags: Apple Maps , Tim Cook This article, " Tim Cook Calls Apple Maps Launch His 'First Really Big Mistake' as CEO " first appeared on MacRumors.com Discuss this article in our forums
Apple goes to great lengths to ensure that its pre-release artwork doesn't leak ahead of launch. Here's why those efforts are usually successful. Apple goes to great lengths to protect its artwork. Box art and marketing materials for an unannounced iPhone or iPad rarely reach the general public, thanks to Apple's strict security protocols. The company has a comprehensive set of requirements in place for its own employees, third-party personnel, and for the areas where design work is conducted. Continue Reading on AppleInsider | Discuss on our Forums
Apple is expected to bring several camera enhancements to the iPhone 18 Pro models this year, but there have been no fixed rumors suggesting these upgrades will require measurable, visible changes to the device's rear camera plateau. And yet a new series of dummies suggests exactly that. iPhone 17 Pro dummy (left) vs. iPhone 18 Pro (image: Vadim Yuryev) YouTube channel Max Tech 's Vadim Yuryev recently shared images of dummy units for the iPhone 18 Pro and iPhone 18 Pro Max – as well as Apple's upcoming foldable iPhone . Dummy units are typically created by third-party case makers based on information that leaks out of Apple's partner factories. Yuryev says the dummy units have "much thicker cameras... The black glass on the cameras protrudes a bit more too." He also says the camera plateau itself is "a bit thicker" than on the iPhone 17 Pro Max, and he provided the above image for comparison. The silver unit is the iPhone 18 Pro Max dummy, while the blue is an iPhone 17 Pro Max dummy. Other than the rear triple lens camera system, the two device's dimensions are said to be extremely similar – same thickness, but a slight height (.36mm) and width (.39mm) increase on the 18 Pro Max unit. Yuryev says he stands by the accuracy of the iPhone 18 Pro dummies, claiming they should be "spot on" like the iPhone 17 Pro dummy units he received last year, presumably from the same source – which we believe to be Sonny Dickson . The Main camera in the iPhone 18 Pro could have a variable aperture , which would provide users with more control over how their photos look. iPhone users would be able to manually adjust how much light gets to the sensor, cutting down on overexposure and providing new customization options for lighting and depth of field. The Telephoto lens in the iPhone 18 Pro models could also feature a larger aperture , allowing for more light in poor lighting conditions. At least one of the iPhone 18 Pro models could also feature a new three-layer stacked image sensor developed by Samsung. The advanced image sensor would make the camera more responsive, plus it could cut down on noise, increase dynamic range, and more. Will any of these upgrades necessitate a larger camera module? Theoretically, but no leak has explicitly said the lenses on either 18 Pro model will stick out more or that the camera plateau will get thicker. It's especially surprising given that the industry is actively targeting flat or near-flush camera systems in future devices, but Apple could well be taking a different tack. We'll know for sure when the devices arrive around mid-September alongside the company's first foldable iPhone. Update : Since this story was published, Yuryev has shared some more comparative dimensions: The total thickness of the iPhone 18 Pro Max including camera plateau is said to be 11.54mm (vs. 11.23mm on the iPhone 17 Pro Max), while total thickness including camera lens bumps is 13.77mm (vs. 12.92mm on the iPhone 17 Pro Max). Related Roundup: iPhone 18 Pro This article, " Latest iPhone 18 Pro Max Dummies Suggest Thicker Camera Plateau, More Protruding Lenses " first appeared on MacRumors.com Discuss this article in our forums
With dummy models of Apple's rumored foldable iPhone now circulating , YouTube channel Max Tech 's Vadim Yuryev has shared images and video of the book-style form factor compared to existing Apple devices, giving us a better idea of what to expect when it launches later this year. The foldable iPhone's inner display is said to have a 4:3 aspect ratio like an iPad, and it will have an iPad mini-sized OLED display when it's opened up. Most rumors say it will be 5.5 inches when closed, and 7.8 inches when open, making it a bit smaller than the 8.3-inch iPad mini (shown behind the dummy in the image above). Compared to an iPhone 17 Pro Max in landscape orientation, Yurydev says the width of the foldable is basically the same, but it has a 56.9 percent taller display (71 mm vs. 111.5 mm). Yurydev suggests this will provide a more immersive video experience at 16:9 and will be "awesome" for gaming using onscreen controls. pic.twitter.com/6E67aPrC3x — Vadim Yuryev (@VadimYuryev) April 22, 2026 Yurydev also shared a video showing what it might be like to interact with the outer display, which is probably smaller than many people will be expecting. According to The Information , it will measure just 5.3 inches – smaller than the 5.4-inch screen on the iPhone 13 mini – but that claim is an outlier, whereas most rumors put it at 5.5 inches. Either way, bigger hands may find it takes some getting used to. Further images give us an idea of the side of the device when folded. A Touch ID-integrated power button and a Camera Control button can be seen set apart on the right side, with volume buttons along the top like the iPad mini. Face ID is not expected to feature because of space constraints, while Apple apparently sees Camera Control as a key feature for the device, enabling users to maintain a steady grip while making any required adjustments, or do so one-handed if they wish. Note the raised camera bump or "plateau" that does not span across the entire back of the device. It houses a two-lens camera system, rather than three, which is expected. Yurydev says his dummy unit is exactly 11mm thick when it's closed. That contrasts with rumors suggesting the foldable could be around 9mm to 9.5mm when closed. Yurydev stands by the accuracy of his dummy, saying it should be "spot on" like last year's iPhone 17 Pro units. Yurydev did not disclose the thickness of the unit when open, but if it is 4.5mm as some rumors claim, the foldable iPhone will be Apple's thinnest device by far. iPhone Ultra: Launch, Pricing, and What to Expect From Apple's Foldable Apple is expected to unveil the foldable iPhone in September alongside the iPhone 18 Pro and iPhone 18 Pro Max models (shown above), whose dimensions are expected to remain identical to the iPhone 17 Pro series, albeit with a smaller Dynamic Island and – based on these dummies – a potentially thicker camera plateau with lenses that protrude more. Apple may call its first foldable " iPhone Ultra ," according to an oft-reliable Chinese leaker. Tag: iPhone Ultra This article, " Here's How the iPhone Ultra Compares to Other Apple Devices " first appeared on MacRumors.com Discuss this article in our forums
