Apple CEO apologizes over China warranties

Apple CEO apologizes over China warranties

Apple Inc. CEO Tim Cook on Monday bowed to pressure from Chinese consumers who demanded an apology over the company's warranty policies in China.

"We are deeply sorry for any concern or misunderstanding for the idea that Apple disregards or pays inadequate attention to the feedback of Chinese consumers," read a Chinese letter signed by Cook and posted on Apple China's website.

Cook said over the past two weeks, Apple has received feedback concerning its warranty policies in China and the company has "reflected" over such opinions.

苹果公司向中国消费者致歉并改进维修政策

新华网北京４月２日电（记者郭宇靖）苹果公司４月１日晚在中国官网首页挂出ＣＥＯ蒂姆·库克署名的"致尊敬的中国消费者的一封信",信中对此前由于沟通不足导致的顾虑或误会表示歉意,并表示自２０１３年４月起,将ｉＰｈｏｎｅ４和ｉＰｈｏｎｅ４Ｓ服务包升级为全部采用新部件的设备更换,并自更换之日起重新计算１年保修期.

苹果在信中称："我们意识到,由于在此过程中对外沟通不足而导致外界认为Ａｐｐｌｅ态度傲慢,不在意或不重视消费者的反馈.对于由此给消费者带来的任何顾虑或误会,我们表示诚挚的歉意."

苹果还称,关于在华运营和沟通还有许多需要学习的地方."在此,我们向大家保证Ａｐｐｌｅ对于中国的承诺和热情与其他国家别无二致."

同时,苹果提出四项改进,包括ｉＰｈｏｎｅ４和ｉＰｈｏｎｅ４Ｓ维修政策、在Ａｐｐｌｅ官方网站上提供简洁清晰的维修和保修政策说明、加大力度监督和培训Ａｐｐｌｅ授权服务提供商,以及确保消费者能够便捷地联系Ａｐｐｌｅ以反馈服务的相关问题.

对于此前被广泛质疑的保留后盖的维修方式,苹果称,对ｉＰｈｏｎｅ４和ｉＰｈｏｎｅ４Ｓ维修政策进行改进,自２０１３年４月起,Ａｐｐｌｅ将ｉＰｈｏｎｅ４和ｉＰｈｏｎｅ４Ｓ服务包升级为全部采用新部件的设备更换,并且自更换之日起重新计算１年保修期.