Apple apologised on Friday to customers for shortcomings in its glitch-ridden maps application launched in its new operating system used by the iPhone 5.
"We are extremely sorry for the frustration this has caused our customers and we are doing everything we can to make Maps better."
Apple developed its own mapping program included in its new mobile iOS 6 operating system, and in doing so booted off Google Maps, which had been the default program for Apple devices.
But the new Apple program immediately drew scorn, for omitting key landmarks and cities, failing to identify correct locations and distorting views from its images.
Cook encouraged customers to use alternatives including Google, as Apple works out its bugs.
"The more our customers use our Maps the better it will get and we greatly appreciate all of the feedback we have received from you," he said.
"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."
Although the maps application does not generate revenues directly, it often links to searches, and keep users in the company's "ecosystem", which can be important over the long term.