Shortly after the mapping problems hit the social networks, along came claims that out of the box hundreds of iPhone 5's had turned up scratched and that the shiny new smartphone was made of inferior materials.
The unmitigated disaster would have seen Steve Jobs hunting the corridors for the culprits if he was alive claims observers.
An incredibly arrogant Company, Apple could not bear the fact that their prior mapping--which actually functioned well--was supplied by Google, a Company who are now seen by the new Apple management team as an arch enemy.
The new Apple iPhone 5 is pretty ordinary. It's definitely not better than the Samsung Galaxy S III or the HTC One range of Android smartphones and here in lies a major problem for Apple, who is now trying to sue Samsung and other Android phone makers out of the market.
Apple management are control freaks who like to micro manage every aspect of their operation and when things go wrong, heads role.
The New York Times said during the weekend the last time Apple released a truly substandard product â€” MobileMe, in 2008 â€” Jobs gathered the team into an auditorium, berated them mercilessly and then got rid of the team leader in front of everybody, according to Walter Isaacson's biography of Jobs.
In Australia Apple used to hold press conferences and engage one on one with journalists. That went out the door as Apple moved to spin doctor their messaging via journalists who "gushed" over the Apple brand and Steve Jobs.
The big question now is: 'Has Apple Peaked?'
With the iPod, iPhone and iPad now behind them, Apple has recently moved to try and control more of the content that goes on to an Apple device. They already control the music industry but they are meeting resistance from the movie and TV industry who don't want to engage with Apple on an exclusive basis.
The much muted Apple TV has not been launched and Apple is fast running out of time this year if they are planning to launch a new Apple TV system in time for Xmas.
In the device market, Android is fast taking over from Apple as the smartphone OS of choice. Now with the disastrous launch of the iPhone 5 and several looming problems, one has to question whether Apple will be able to hold on to their momentum without Steve Jobs at the helm.
As Apple's chief executive, Jobs was a perfectionist. He had no tolerance for corner-cutting or mediocre products and he was a stickler for detailer and protecting the Apple brand.
He said their never would be a 7" iPad, now rumours are swirling that new CEO Tim Cook wants to launch one before the New Year.