Internet 28 September 2012 Apple's apology would have happened under Steve Jobs, too Tim Cook's Apple isn't that different. Sign up for our weekly email * Print HTML It didn't take long after Apple's apology for their Maps app for people to start idly wondering whether Steve Jobs-era Apple would have apologised in the same way. Short answer: yes. In fact, Steve Jobs' Apple issued apologies to customers for varying reasons. Like this one, from 2007: I have received hundreds of emails from iPhone customers who are upset about Apple dropping the price of iPhone by $200 two months after it went on sale. After reading every one of these emails, I have some observations and conclusions. . . We want to do the right thing for our valued iPhone customers. We apologize for disappointing some of you, and we are doing our best to live up to your high expectations of Apple. Steve Jobs Apple CEO Or this one, from 2010: Yesterday Apple and its carrier partners took pre-orders for more than 600,000 of Apple’s new iPhone 4. It was the largest number of pre-orders Apple has ever taken in a single day and was far higher than we anticipated, resulting in many order and approval system malfunctions. Many customers were turned away or abandoned the process in frustration. We apologize to everyone who encountered difficulties, and hope that they will try again or visit an Apple or carrier store once the iPhone 4 is in stock. Apple never apologises. Except when they do. › Apple's CEO Tim Cook apologises for shoddy Maps Steve Jobs. Photograph: Getty Images Alex Hern is a technology reporter for the Guardian. He was formerly staff writer at the New Statesman. You should follow Alex on Twitter. Subscribe from just £1 per issue More Related articles Are celebrities deliberately messing up their award show performances? Life with a smartphone is like having a second brain in your pocket Living the Meme: What happened to the "Bacon is good for me" boy?