Apple published a formal letter to Chinese customers addressing concerns over the company's warranty policies according to CNN.
The letter, signed by Apple CEO Tim Cook, was posted on April 1 and outlined a number of changes the company plans to offer in China to improve their customer service.
Click here to read the article, which was written in Chinese, in Google Translate.
"In the past two weeks, we have received a lot of feedback about Apple in China repair and warranty policy," said Cook in the company letter. "We are aware that, due to the lack of external communication in this process and lead to the speculation that Apple arrogance, do not care or do not attach importance to consumer feedback. We express our sincere apologies for any concerns or misunderstandings this gives consumers.
Changes that Apple indicated in the company letter included
-Improved iPhone 4 and iPhone 4S repair policy
-Provide a concise and clear on the website of the official Apple repair and warranty policy statement
-Increase the intensity of the supervision and training of Apple Authorized Service Provider
-Related issues to ensure that consumers can easily contact Apple Feedback Service
"That Timothy Cook had to step up and respond from the CEO's chair shows the importance of China and how critical it is as a market not just for Apple but for every multinational company here," said Kent Kedl, Shanghai-based head of Greater China and North Asia for risk consultancy firm Control Risks according to Reuters.
The letter was released a week after Chinese state media started criticizing the company for failing to respond to warranty issues. The report claims that Apple repaired only broken or faulty parts within its products sold to customers in China, compared to giving new replacements.
Newspapers even ran articles which called the company "arrogant" for the way they deal with Chinese customers.
"They're out of the woods and into the weeds. Things will rarely be smooth for Apple in China - even if consumers love it there will always be factions in and out of government that are trying to take it down," said Michael Clendenin, managing director of technology consultancy RedTech Advisors according to Reuters.
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