Apple's Tim Cook says 'I'm sorry' to Chinese customers

2 hours ago

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.