"Despite the chorus of negative media coverage around the new Apple maps, Tim Cook did not have to write this letter and bring even more attention to this issue," Brian White of Topeka Capital Markets, said in a note to clients Friday.

"However, we believe he made the right decision to protect and further enhance Apple's brand in the long run," White added.

White's take was at odds with most analysts and public relations experts, who as , said it was necessary to stem the rising tide of complaints and negative press.

Calling Cook's "refreshing and stunning," Jonathan Rick, a public relations professional who operates a Washington, D.C.-based digital communications consultancy, said the missive met several important goals.

"He acknowledges the problem upfront and doesn't make excuses," said Rick in a email Friday that expanded on previous comments. "He apologizes directly and without qualification. And he takes the unprecedented step to name and promote competitors (not one, not two, but four of them)."