BBC News, 1
April 2013
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| Apple has 11 stores in mainland China |
Apple boss
Tim Cook has apologised to Chinese consumers after state media accused the firm
of arrogance and greed and of "throwing its weight around".
A two-week
long Chinese media campaign had focused on Apple repair policies.
A statement
on Apple's China website said "misunderstandings" may have led to the
perception "Apple's attitude was arrogant" towards Chinese customers.
Mr Cook
promised to improve the repair policy on the iPhone 4 and iPhone 4S, and to
improve warranty information.
"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," Mr Cook wrote. "We express our sincere apologies for any
concerns or misunderstandings this gave consumers."
Apple said
it would enhance communication with Chinese consumers and strengthen oversight
of authorised resellers.
State
broadcaster CCTV and the state's flagship newspaper, People's Daily, had
portrayed Apple as the latest Western company to exploit Chinese citizens.
Last week
the paper ran an editorial headlined: "Strike down Apple's incomparable
arrogance."
China is
Apple's third largest market, with more than 17,000 outlets selling its
products in mainland China, including 11 Apple stores and 400 premium
resellers.
Earlier
this year Mr Cook said he expected China to replace North America as its
largest source of revenue.
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