B1 – Intermediate
Tim Cook, Apple’s CEO, will step down in September. He said Apple Maps was a big mistake because it gave wrong directions when it launched in 2012. He even told users to try other map apps.
Cook became CEO in 2011 after Steve Jobs. He grew Apple’s value from $350 billion to $4 trillion. He said the Apple Watch is his best achievement, especially for health and fitness.
Read the article about outgoing Apple CEO Tim Cook’s tenure at Apple and his thoughts on Apple Maps.
https://breakingnewsenglish.com/2604/260427-tim-cook-apple-maps.html
Vocabulary Questions:
- What does “to bow out” mean here, “Mr. Cook will bow out as Apple boss in September.”? Use the phrase in a sentence. Give a synonym.
- What does “tenure” mean? “During his tenure, Cook transformed Apple from a $350 billion company into a $4 trillion company.” Use the word in a sentence. Give a synonym.
- What does a “superlative lifestyle choice” mean? “Cook has ensured Apple’s brand represents a superlative lifestyle choice.” Use the idiom in a sentence. Give a synonym.
Discussion Questions:
- What are your thoughts on Tim Cook calling Apple Maps a “big mistake”?
- What can other companies learn from Apple’s mistakes with Apple Maps?
- What is your opinion on this, “Apple’s greatest contribution will be in the health and wellness area.”?
- What is your opinion about people seeing Apple a superlative lifestyle choice?
- What is your company’s CEO’s greatest achievement?
2 replies on “Apple Maps Was a Big Mistake”
Vocabulary Questions:
1. To bow out means to leave a position or retire.
A sentence could be “I decided to bow out of my job in the city and move to the countryside”
A sinonym could be step down or leave.
2. Tenure means the period of time during which someone holds a job.
A sentence could be “during her tenure as CEO the company became more sustainable”
A sinonym could be time in office.
3. A superlative lifestyle choice means an excellent or high-quality choice that improve your way of living.
A sentence could be “moving to Spain to work and live was a superlative lifestyle choice”
A sinonym is top-level choice.
Discussion Questions:
1. I think it was honest of Tim Cook to admit that Apple Maps was a big mistake because many companies try to hide their failures.
2. Other companies can learn that they should test products carefully launch it.
3. I agree with this idea because products like the Apple Watch can help people monitor their health and became more fitness.
4. I think that people believe that Apple is a superlative lifestyle choice because the products are expensive, so sometimes Apple is seen as a status symbol.
5. I work in Alier. Alier’s CEO’s greatest achievement has been transforming the company into a leader in circular economy and sustainable recycled paper production.
You’re doing a great job keeping up with your writing practice. Every time you write, you’re building stronger skills — clearer ideas, better vocabulary, and more confidence.
Overall, your ideas are clear and professional. The main improvements are making sentences smoother and more concise
choosing vocabulary that sounds more native and professional.
You’re making very solid progress.