Apple Inc Chief Executive Tim Cook apologized to Chinese consumers on Monday and altered iPhone warranty policies in its number-two market after more than two weeks of condemnation of its after-sales service in the state-run media.
From China Central Television to the People's Daily newspaper, government-controlled media outlets bashed the world's largest technology corporation for its "arrogance," protesting among other things that its current one-year service warranty was far shorter than in other smaller markets.
Apple, which initially dismissed those criticisms, on Monday promised to overhaul its consumer practices. Cook has previously said the world's second-largest economy is a crucial market for the iPad-maker.
"We are aware that owing to insufficient external communication, some consider Apple's attitude to be arrogant, inattentive or indifferent to consumer feedback," Cook said in a letter written in Chinese on the company's local website. "We express our sincere apologies for causing consumers any misgivings or misunderstanding."
Cook's apology, unusual though not as rare as during his predecessor Steve Jobs' tenure, highlights the importance of the market for Apple.
The country is typically the brightest spot in Apple's quarterly financial statements. Revenue from Greater China -- which includes Taiwan and Hong Kong -- totaled $7.3 billion U.S. in its fiscal first quarter, up 60% from a year ago.
Apple will begin detailing quarterly sales results from the region starting this month.
