In an open letter to iPhone 5 owners, Apple CEO Tim Cook apologized Friday for errors in the company's new Maps service, and directed them to rival services instead, such as Google's Maps. "At Apple, we strive to make world-class products that deliver the best experience possible to our customers. With the launch of our new Maps last week, we fell short on this commitment. We are extremely sorry for the frustration this has caused our customers and we are doing everything we can to make Maps better," Cook said.

Users complained that the new Maps service contained geographical errors and gaps in information, and that it lacked features found in Google Maps.

Cook also suggested that customers download rival mapping services available in Apple's App store, while the company improves the product.

"While we're improving Maps, you can try alternatives by downloading map apps from the App Store like Bing, MapQuest and Waze, or use Google or Nokia maps by going to their websites and creating an icon on your home screen to their web app," Cook added.

Apple launched Maps initially with the first version of iOS. In an effort to offer its customers with even better Maps including features such as turn-by-turn directions, voice integration, Flyover and vector-based maps, Apple had to create a new version of Maps from the ground up.

Cook's suggestion that Apple users download other map apps, particularly Google Maps, represents an about-turn for Apple, which had introduced its service as a direct challenge to the popular service offered by ally-turned-rival Google.

Apple Maps replaced the Google Maps app, which is no longer available on iOS 6. Users now have to access Google Maps through the browser.

Google Executive Chairman Eric Schmidt said earlier this week that it has not submitted a new Google Maps app to Apple, but added the search giant talks to the Cupertino-based company "every day."