Jobs had to rectify damage to a core aspect of Apple's branding, high prices justified by a perceived value proposition which the massive price drop upended because it made Apple enthusiasts feel that their brand loyalty had been abused. Jobs formalism was a function of his having to go entirely off message.

Cook's tone is entirely consistent with the narrative the press has built around Maps - it sucks but Apple is sincerely trying to improve it. What goes without mention in the press is that Apple knew it sucked and used its sucking to generate press coverage for its launch. It's no accident that the letter was released Friday so as to dominate the weekend news cycle. It is also no accident that Apple isn't offering to make customers whole. Apple has been out in front of this story since before the launch. That's why all the press since the initial story lost its edge has been positive.