Apple is one of the most iconic companies in the world and it recently released its fifth generation Iphone. However, the release of the  Iphone 5 was overshadowed by the iOS 6 maps mishap. Since Google pulled out its maps software from Apple, a new software was developed, which quickly fell considerably short of consumers’ expectations. In fact, the iOS 6 software update as a whole compared to iOS 5 has proven to be dis-satisfactory among users.

The Apple Ceo, Tim Cook, has felt some of the brand loyalty weaken and in response has issued a personal apology for falling short on expectations. The iOS 6 software has more drawbacks than benefits and this has enraged a lot of loyal Apple customers. Tim Cook’s apology letter is just one way of recovering brand loyalty, what other steps can be taken to further strengthen brand loyalty?