Apple's Tim Cook apologizes to Chinese customers

  • Apple boss Tim Cook apologized to Chinese consumers on Monday following state media accusations of the firm’s arrogance and of "throwing its weight around".

    The apology comes after a two-week long media campaign in China focussing on Apple’s repair policies.

    A statement on Apple's China website said "misunderstandings" may have led to the view that "Apple's attitude was arrogant" towards its Chinese customers.

    "We are aware that a lack of communications... led to the perception Apple's attitude was arrogant and that we do not care and attach importance to consumer feedback," Cook wrote. "We express our sincere apologies for any concerns or misunderstandings this gave consumers."

    Cook also pledged to improve the repair policy on the iPhone 4 and iPhone 4S as well as its warranty information.

    China is Apple's third largest market with more than 17,000 outlets, which includes 11 Apple stores and 400 premium resellers.

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