Apple Apologises Over China Customer Service

The chief executive of Apple has announced plans to alter its iPhone warranty policies in China following weeks of criticism by the country's media.

Tim Cook apologised for confusion over its after-sales service in China - its second-largest market, where iPhones, iPads and iPods are considered aspirational products.

Government-controlled media across the country had attacked Apple's "arrogance" and accused it of "throwing its weight around".

It said faulty iPhones were only repaired under its one-year service policy - not replaced as in other countries - and its warranty was shorter than elsewhere.

In response, Mr Cook issued an apology on the company's Chinese website, highlighting the importance of the market to the world's largest technology company.

Apple's opened its flagship Asia store in Beijing in October

"We are aware that owing to insufficient external communication, some consider Apple's attitude to be arrogant, inattentive or indifferent to consumer feedback," he said

"We express our sincere apologies for causing consumers any misgivings or misunderstanding."

Apple would offer full replacement of faulty iPhone 4 and 4S purchased in China, along with a new one-year warranty, Mr Cook said.

The iPhone 5 already has a similar warranty in place.

He added that he has "much to learn about operating and communicating in China."

Mr Cook had previously said the world's second-largest economy is a crucial market for the company.

In the first quarter, revenue from Greater China - which includes Taiwan and Hong Kong - hit $7.3bn (£4.8bn) - up 60% from a year before.

The popularity of Apple products flies in the face of China's attempts to push its own brands and develop internationally competitive companies.

Following the anti-Apple campaign, thousands of Chinese defended the company on the internet.

The accused the media of hypocrisy, highlighting that it kept silent when Chinese companies were implicated in other scandals.

China's state broadcaster CCTV was also accused of paying celebrities to post online comments against Apple, in what appeared to be a grass-roots campaign.

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