Apple appears to be really determined to avoid having this Maps thing snowball into a devastating PR catastrophe which, by the way, already has tarnished Apple's reputation. Following yesterday's unexpected CEO apology and the subsequent recommendation of mapping services on the web as well as third-party Maps alternatives, Apple has made a subtle change in Maps wording.
No longer are Apple Maps being referred to as "the most beautiful, powerful mapping service ever". Instead, the app's now about "a beautiful vector-based interface that scales and zooms with ease"...