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Those two companies are Google and Apple. Last month, Apple released the latest version of its iPhone OS and scrapped Google Maps as a native application for its iPhone line, replacing it with their own app, called Maps.

Google's Android is the main competitor for Apple's iOS in the mobile space, and some have said that Apple needed a mapping application to avoid falling behind in this sector. But Cupertino's move has backfired.

How bad is Maps? After vociferous complaints, : "We are extremely sorry for the frustration this has caused our customers," he wrote in a statement to users. Cook even suggested iPhone users switch to products from Apple's competitors: "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."

Apple's brand-image has taken a global hit. Tech firms in the world's #2 and #3 economies, China and Japan, have already benefited from Apple's much-maligned app.