We have all heard the story of Apple's Maps debacle. The highly publicized app was released with major flaws back in September, prompting Apple CEO Tim Cook to issue an apology and encourage users to test competitor apps while the bugs were worked out. Apple often highlights its own apps in both commercials as well as product announcement videos, and Maps has been no different. Of course, this generates more excitement for the app, but also pushes Apple fans' already lofty expectations even higher.
These stories of no-holds-barred competition, contempt, and all-out conflict shaped the modern business world.