Apple should upgrade after-sale services in China  

苹果致歉挽救声誉 融入中国市场尚需改进

在央视“3·15”晚会曝光苹果售后服务“中外双重标准”后，面对消费者、市场监管部门和媒体的密集质疑，苹果CEO库克4月1日发布向中国消费者的致歉信，并承诺改进维修政策。

Beijing (CNS) -- Apple should improve its services to better integrate into the market in China, according to iResearch, a professional market research and consulting company in China.

On Monday, Apple CEO Tim Cook issued an apology letter, written in Chinese and posted on Apple's corporate site in China, in which the company promised to improve its customer support and warranty policies in China.

The incident will not affect market shares or sales volumes of Apple products directly, but it reflects problems in the management of Apple's business in China, said Wang Ying, an analyst at iResearch, on Tuesday. These problems are expected to influence Apple's competitiveness in the Chinese market in the long term, Wang added.

In China, Apple has focused more on the business of its direct-sales stores, and overlooked its cooperation with local operators, Wang said.

Apple's after-sale services in China also lack timely feedback to customer demands.

The localization process of the company's research and development has been slower than at its peer companies, such as Samsung.

Apple should optimize its business management in China, and upgrade its after-sale services, in order to improve its competitiveness in the Chinese market, Wang added.