In an effort to address the mounting controversy over Apple’s warranty policies in China, the maker of the iconic iPhone has issued a letter of apology to Chinese clients, signed by Chief Executive Officer Tim Cook himself.
The letter, which was posted on the company’s Chinese website, also outlined plans to improve customer service in the Asian country.
According to CNN, Apple promised better warranty and repair policies and vowed to improve training for the company’s staff and authorised resellers. It also aims to enhance the handling of repairs for the iPhone 4 and 4S.
“We are aware…the lack of external communication in this process…lead to the speculation that Apple is arrogant, does not care or does not attach importance to consumer feedback. We express our sincere apologies for any concerns or misunderstandings this gives consumers,” said Cook in the letter.
The letter is in response to Chinese state media’s criticism of Apple’s lack of response to warranty complaints. For example, the People’s Daily published a front-page article calling the company “arrogant” with Chinese clients. It even stated that the Cupertino-based firm snubbed its customers and provided shoddy customer service.
China is a vital market for Apple, so it came as no surprise that Apple issued a public apology. Apple claims it has immense respect for China and Chinese consumers are always the top priority.
It could take weeks or perhaps even months before clients might notice the changes in the company’s customer service. Nonetheless, the iPhone maker is urging its Chinese clients to contact them directly regarding concerns about resellers or Apple retail stores.