End grain is always interesting. The fibers act like a wick. I think you sanded too fine before applying the oil, closing things down and blocking some of the wicking action and getting variable penetration. Maple is tight and troublesome to begin with. Try going back and sanding only to 100 or 120 before adding the oil, then oil it several times over a couple of days, then wet sand with the oil as the lubricant in the 150 and 240 stages, and any subsequent stage sanding. Whenever I have an exposed end grain and want it to match the edge with the grain around the corner of a table top for instance, I will sand the end grain edge 3 times as fine as I do with the grain to block the wicking so that the end grain sides don't darken more than the two other edges.
It is easier to be imperfect and plan for it, than to try to be perfect and swear at it.