This had to hurt. Apple CEO Tim Cook acknowledged this morning that his company’s Maps product — which replaced Google Maps in the new iPhone 5 and iOS 6 operating system — “fell short” of his company’s standards. “We are extremely sorry for the frustration this has caused our customers and we are doing everything we can to make Maps better,” he said in a public letter. Cook’s mea culpa follows widespread reports across the Internet from people who became lost after relying on the Apple app for travel directions. For example, New York Times writer David Pogue wrote this week that he used his iPhone to reach a speaking engagement, but “When the app told me that I had arrived, I was sitting in a random suburban cul-de-sac.” Cook says that “The more our customers use our Maps the better it will get.” But he added that, in the meantime, they can download map apps from competitors including Bing, MapQuest, Waze, Google, and Nokia.