In what must be one of the most surprising developments those covering the technology world can remember, Apple has admitted it did something wrong.
The firm, usually seen walking a foot off the ground and followed by devotees willing to queue for nights on end to buy its products, has come out and said that, yes, it's Maps tool is a load of rubbish.
It even suggested users try rivals, such as Nokia and nemesis Google.
It's even gone as far as to put a link to the open letter from chief executive Tim Cook on the front page of its website, drawing plenty of attention to the issue.
For Cook to issue such an apology is a revealing insight that the firm is acutely aware of what its customers say, despite usually giving off an air of indifference, and it is no doubt tracking much of the sentiment directed at its brand both online and in print.
What's more revealing, though, is that Apple apologised at all.
This would never have happened on Steve Jobs' watch. His reality distortion field has obviously not been inherited by Cook.
Jobs was the most strident believer in his own messages and would have steadfastly refused to ever admit an Apple product was inferior to a rival, telling himself, and everyone else who would listen, it was the users that were wrong, not Apple.
Famously, Jobs refused to admit the antenna-gate issue that afflicted the iPhone 4 was Apple's fault.
First he blamed it on users for holding the phone incorrectly and then, when tacitly admitting to the issue by giving away free phone covers for all, said it happened to all phones anyway so wasn't Apple's fault really.
Cook, though, has a different management style and clearly believes honesty is the best policy.
One wonders what he thought of Jobs in those moments when the firm was in the firing line, as he watched the its spiritual leader deflect all criticism direct his way with his reality distorting force field.
What took them so long?
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