• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Does Apple have a Scott Forstall problem?

By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
Down Arrow Button Icon
By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
Down Arrow Button Icon
September 29, 2012, 11:45 AM ET

Forstall demoing Apple’s new Maps app

FORTUNE — There’s no shortage of embarrassing instances where Apple (AAPL) Maps “fell short” — as Tim Cook’s public apology put it — but on Friday Canadian reader John Garner pointed me to a particularly striking one.

Jason Matheson, a fellow Canadian with a knack for Mac programming, ran a quick Xcode script that compared the iPhone 5’s map of Ontario with an official list of the province’s cities and towns. Of 2,028 place names, Matheson reports, 400 were correct on Apple’s Maps app, 389 were pretty close, 551 were clearly incorrect and 688 weren’t on the map at all.

“There’s no excuse,” Garner writes. “Quality control on Apple Maps had to have been terrible to not get this right. Bluntly, Scott Forstall should be fired over this mess.”

Garner is not alone in pointing the finger at Forstall, the senior vice president for iOS software and the Apple executive — after Cook — most often described as an heir apparent to Steve Jobs.

In his current Monday Note, Jean-Louis Gassée called the ridicule Apple has suffered these last two weeks “largely self-inflicted.” Apple usually under-promises and over-delivers, but according to Gassée Forstall did just the opposite:

“[Forstall’s] demo was flawless, 2D and 3D maps, turn-by-turn navigation, spectacular flyovers… but not a word from the stage about the app’s limitations, no self-deprecating wink, no admission that iOS Maps is an infant that needs to learn to crawl before walking, running, and ultimately lapping the frontrunner, Google Maps. Instead, we’re told that Apple’s Maps may be ‘the most beautiful, powerful mapping service ever.'”

Forstall did something similar last year when he unveiled Siri — Apple’s voice-activated personal assistant. Although it was labeled “beta” — computer jargon for “work in progress” — in Forstall’s demo the application seemed not only to understand every question he put to it, but to have a snappy answer. It has not worked so well in the wild, at least not for me.

“Siri has been an embarrassment for Apple,” writes Business Insider’s Jay Yarow in a piece titled The Apple Maps Disaster Is Really Bad News For Apple’s ‘CEO-In-Waiting’. “This is his second consecutive high-profile screw up with iOS software.”

Forstall came to Apple from NeXT and first rose to power on the strength of OS X Leopard, a project he managed. But it was by creating the original iPhone operating system — since renamed iOS — that he achieved his current status. As the manager of the platform that generates more than half of Apple’s revenue, Forstall has amassed enormous clout within the company — and more than his share of enemies.

“If there’s a knock on Forstall,” wrote Adam Lashinsky in Inside Apple, “it’s that he wears his ambition in plainer view than the typical Apple executive. He blatantly accumulated influence in recent years, including, it is whispered, when Jobs was on medical leave.”

According to an unflattering profile in Bloomberg Businessweek last year, Forstall has such a fraught relationship with other members of the executive team — including Jony Ive and Bob Mansfield — that they avoid meetings with him unless Tim Cook is present. The piece goes on to say:

“Some former associates of Forstall, none of whom would comment on the record for fear of alienating Apple, say he routinely takes credit for collaborative successes [and] deflects blame for mistakes.”

That’s one way to manage a team. In fact, it was often said that it was Steve Jobs’ way. But it may not be Tim Cook’s.

About the Author
By Philip Elmer-DeWitt
See full bioRight Arrow Button Icon

Latest in

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • Future 50
  • World’s Most Admired Companies
  • See All Rankings
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
About Us
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map
Fortune Secondary Logo
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in

sam altman
AIOpenAI
Sam Altman tells staff at an all-hands that OpenAI is negotiating a deal with the Pentagon, after Trump orders the end of Anthropic contracts
By Sharon GoldmanFebruary 27, 2026
29 minutes ago
Future of Workthe future of work
Have good taste? It may just get you a job during the AI jobs apocalypse, says Sam Altman
By Marco Quiroz-GutierrezFebruary 27, 2026
32 minutes ago
CybersecurityMeta
Trump’s FTC backs off social media regulation despite finding that nearly 20% of America’s children are online for 4 hours or more
By Catherina GioinoFebruary 27, 2026
1 hour ago
Emil Michael smirks
AIAnthropic
Emil Michael, the Silicon Valley exec turned Trump official leading the war against Anthropic, has deep ties to the tech world
By Lily Mae LazarusFebruary 27, 2026
1 hour ago
C-SuiteFortune 500 Power Moves
Fortune 500 Power Moves: Which executives gained and lost power this week
By Fortune EditorsFebruary 27, 2026
2 hours ago
AIMilitary
Trump orders U.S. government to stop using Anthropic but gives Pentagon six months to phase it out amid standoff over AI use
By Jason MaFebruary 27, 2026
2 hours ago

Most Popular

placeholder alt text
Innovation
An MIT roboticist who cofounded bankrupt robot vacuum maker iRobot says Elon Musk’s vision of humanoid robot assistants is ‘pure fantasy thinking’
By Marco Quiroz-GutierrezFebruary 25, 2026
2 days ago
placeholder alt text
Success
Jeff Bezos says being lazy, not working hard, is the root of anxiety: ‘The stress goes away the second I take that first step’
By Sydney LakeFebruary 25, 2026
2 days ago
placeholder alt text
Economy
Trump claims America is ‘winning so much.’ The IMF agrees, adding that Trump’s trade policies are the only thing holding it back from even more
By Tristan BoveFebruary 26, 2026
1 day ago
placeholder alt text
Commentary
'The Pitt': a masterclass display of DEI in action 
By Robert RabenFebruary 26, 2026
1 day ago
placeholder alt text
Economy
It’s more than George Clooney moving to France: America is becoming the ‘uncool’ country that people want to move away from
By Nick LichtenbergFebruary 27, 2026
15 hours ago
placeholder alt text
Success
Gen Z Olympic champion Eileen Gu says she rewires her brain daily to be more successful—and multimillionaire founder Arianna Huffington says it really does work
By Orianna Rosa RoyleFebruary 25, 2026
2 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.