Hmmm. Contrite lasted two paragraphs before we got some defiant bragging about just how great Apple is with "There's already 100 million users!!" Just in case we wondered whether an inflated sense of self importance might have helped contribute to this fiasco ;-)

What should they have said? Simply "The more our customers use our Maps the better it will get and we greatly appreciate all of the feedback we have received from you" would have gotten the point across.