Apple has apologized to Chinese consumers for its iPhone warranty policies in China after state-owned media attacked its customer service in a two-week-long campaign.
Apple CEO Tim Cook took an unusual step and apologized on Monday in a statement posted on the company’s Chinese website, saying the complaints had prompted “deep reflection” and urged the company to revamp its repair policies.
“We are aware that a lack of external communication … led to the perception that Apple’s attitude was arrogant and that we do not care and attach importance to consumer feedback,” Cook said in the letter.
“We express our sincere apologies for any concerns or misunderstandings this gives consumers.”
The apology follows weeks of criticism from Chinese media outlets of Apple’s customer service and warranty policies.
State-owned broadcaster China Central Television (CCTV) criticized the American company’s practices on Consumer Rights Day on March 15 in a broadcast of an investigative report on how companies operating in China cheat or mistreat consumers.
The People's Daily, the official mouthpiece of the Communist party, followed with articles, including a March 27 editorial headlined: "Strike down Apple's incomparable arrogance."
The negative reports focused on complaints that Apple repaired broken iPhones instead of replacing the devices, and that warranties weren’t sufficiently long.