• 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
  • Group Subscriptions
About Us
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map
  • 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

United CEO has pitched possible combination with rival American
PoliticsAirline industry
United CEO has pitched possible combination with rival American
By Siddharth Philip, Allyson Versprille, Sri Taylor and BloombergApril 13, 2026
47 minutes ago
sam altman
LawOpenAI
Meet the man accused of throwing a Molotov cocktail at Sam Altman: a 20-year-old AI doomer
By Juan Lozano, Lekan Oyekanmi and The Associated PressApril 13, 2026
2 hours ago
NEW YORK, NEW YORK - DECEMBER 12: President-elect Donald Trump rings the opening bell on the trading floor of the New York Stock Exchange (NYSE) on December 12, 2024 in New York City. Trump was invited to the Exchange after being named TIME’s “Person of the Year” for the second time. (Photo by Spencer Platt/Getty Images)
EnergyIran
Wall Street is the biggest winner of the Iran war—and the S&P 500 just turned positive for the year
By Eva RoytburgApril 13, 2026
2 hours ago
hippo
EnvironmentColombia
Colombia approves plan to kill cocaine hippos roaming through center of country
By Manuel Rueda and The Associated PressApril 13, 2026
2 hours ago
trump
PoliticsWhite House
Trump refuses to apologize to the Pope, offers implausible explanation for tweeting himself as Jesus
By Will Weissert, Josh Boak, Nicole Winfield and The Associated PressApril 13, 2026
2 hours ago
AI agents are acting like employees, but company structures still treat them like software
CommentaryOkta
AI agents are acting like employees, but company structures still treat them like software
By Dan MountstephenApril 13, 2026
3 hours ago

Most Popular

'This is the last warning.' Iran threatens U.S. warships after they throw down the gauntlet for winner-take-all Strait of Hormuz
Politics
'This is the last warning.' Iran threatens U.S. warships after they throw down the gauntlet for winner-take-all Strait of Hormuz
By Fortune EditorsApril 11, 2026
2 days ago
'People are trying to be creative': Tariff-battered American companies are so cash-starved they are using refund claims as collateral for loans
Economy
'People are trying to be creative': Tariff-battered American companies are so cash-starved they are using refund claims as collateral for loans
By Fortune EditorsApril 12, 2026
2 days ago
Billionaire philanthropist MacKenzie Scott has donated again—a week after gifting millions to a college, she's just given $70 million to Meals on Wheels America
Success
Billionaire philanthropist MacKenzie Scott has donated again—a week after gifting millions to a college, she's just given $70 million to Meals on Wheels America
By Fortune EditorsApril 13, 2026
9 hours ago
Here’s how a U.S. naval blockade of the Strait of Hormuz could work. ‘This is a big task, and it’s a big gamble’
Politics
Here’s how a U.S. naval blockade of the Strait of Hormuz could work. ‘This is a big task, and it’s a big gamble’
By Fortune EditorsApril 12, 2026
1 day ago
The 'affordability economy' has created a housing market nobody predicted: Prices collapsing in the Sunbelt, soaring in the Rust Belt
Real Estate
The 'affordability economy' has created a housing market nobody predicted: Prices collapsing in the Sunbelt, soaring in the Rust Belt
By Fortune EditorsApril 11, 2026
3 days ago
A 93-year-old refused to sell her home to the Masters golf course that’s spent $280 million on expansion: ‘Money ain’t everything’
Real Estate
A 93-year-old refused to sell her home to the Masters golf course that’s spent $280 million on expansion: ‘Money ain’t everything’
By Fortune EditorsApril 12, 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.