Apple Chief Executive Tim Cook apologized to Chinese consumers after two weeks of continuous criticism by the Chinese media due to unsatisfactory after-sales service of iPhones. An annual show on China Central Television about consumer safety and rights broadcast on March 15 attacked Apple for not offering users new iPhones with a one-year warranty in the case of major repairs, as is practiced in other countries by Apple.
In the apology letter, Cook stated that the company is aware that some people consider Apple’s attitude to be arrogant, inattentive or indifferent to consumer feedback and that the reason is insufficient external communication. He continued by expressing his sincere apologies for causing consumers any misgivings or misunderstanding. Cook also assured the same deep commitment and passion to the country as for any other part of the world. He stated that the company recognizes that much learning is to be done about operating and communicating in China and that their goal is to provide extremely high-quality experience that they ceaselessly aim for.
As a result, Apple is editing its warranties for the iPhone 4 and iPhone 4S and also simplifying the explanation and customer feedback process. Users will now be offered new iPhone 4 and 4S models with one year warranty as replacements for phones with major repairs. Customers will be directly able to give feedback on the company’s Chinese site, where warranty details will be clearly explained. In addition, service providers will be given refresher training to explain the new warranty policy.
China happens to be the California based smartphone giant’s biggest and fastest growing market. Apple products including iPhones, iPods, iPads and Macs are highly popular in China and enjoy cult status among fans. A quick resolution to this new media incident was highly necessary for Apple as the company already has a somewhat tarnished reputation in the country due to allegations of unfair working conditions at factories which manufacture Apple products.
Apple’s apology letter has strengthened the volatile relationship between Apple and the Chinese public and Chinese analysts are praising Cook saying the company deserves respect compared to other American companies. The show’s negative reviews regarding the network paying celebrities to post micro-blog comments against Apple also helped the company gain thousands of supporters who complained that Chinese firms were the ones lacking transparency and consumer trust.
