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“Had Apple and Tim Cook and team introduced the maps as a work-in-progress, they wouldn’t have the backlash,” he says.

Apple released the iPhone 5 last week and on Monday it said it sold more than 5 million of them in three days. Although the number is a record for any phone, it was fewer than analysts expected.

Shares of Cupertino, Calif.-based Apple Inc. slid $8.12 to $673.20 late Friday morning, amid a broader market decline.