The Tim Cook Apology was the Right Thing to do. Why?
Because the Tim Cook Apology proves that Apple.... a proud, large, financially successful, tech juggernaut.... has not yet been blinded by TOTAL HUBRIS.
Being blinded by total hubris would make ANY apology impossible. Hubris would have made it impossible for Apple to admit any mistake, or to admit that any of their products were not up to the high standards expected of them.
Can any of you here state that Microsoft or IBM or any of the other tech juggernauts have issued major CEO-level apologies in the past? Did Microsoft ever apologize for that craptastical bomb known as Windows Vista?
Did Gates or Ballmer ever come out in a news press and say "Sorry guys. After years of denial, we finally admit it. Vista was totally sub-par. We apologize for letting Windows users down. Yeah, we even noticed that so many of our Windows veterans were willing to retrograde back to Windows XP. That's how stinky it was. Unfortunately, that's all behind us now, and we promise to do better in the future. Please accept our apologies."
Hubris.
Hubris is probably one of the reasons (among others) why Microsoft fell from its position of Numero Uno to an also-ran these days. Even the tech media tends to ignore Microsoft these days in favor of Apple news, Samsung news, and Google news, etc.
As for that Tim Cook Great Apology of 2012? It was spot on. It proved to me that Apple Leadership under Cook, while proud and sometimes prone to missteps, still has not reached the levels of blinding hubris. And that is a good thing. It still gives me hope in Apple.