Apple CEO apologises to Chinese consumers

Apple Inc's Chief Executive Officer Tim Cook apologised to Chinese consumers over the company's warranty policies after it had been urged to make the move by Chinas commerce market watchdogs.

"For any misunderstandings that lead the Chinese consumers to have the perception of Apple's attitude was 'arrogant, did not care or did not value the feedback of Chinese consumers', we sincerely apologise over this," Cook said in an apology statement that was posted on Apple China's website.

The statement stated that Apple had received feedback concerning its warranty policies in China over the past two weeks, and it had reviewed the complaints.

The statement also said that to improve the company's service, four major adjustments were being implemented, including to improve warranty policy for iPhone 4 and iPhone 4S, to provide clearer directions on maintenance and warranty policy, enhance supervision over and training for authorised service providers, and make sure the consumers would be able to provide an immediate feedback on service-related issues.

Earlier, China Consumer's Association (CCA), Chinas commerce market watchdog, urged Apple to apologise over its warranty policy, as Chinese comsumers complained that the iPhone-maker adopted differential policies for repair and return services in China.

CCA also urged Apple to equalise the warranty periods in China with other countries.

The state news agency Xinhua reported that China Central Television (CCTV) broadcasted a special programme on March 15, 2013 and revealed Apple had been offering shorter warranty periods in China compared with other countries and using refurbished parts for repair and averting after-sale obligations.

However, Apple insisted in the statement that "nearly 90 per cent of consumers are satisfied with our warranty policies".

It was reported that Apple had only secured 7.7 per cent of sales in China's smartphone market, behind Samsung with 22.5 per cent, Lenovo at 10.7 per cent and three other domestic brands.