Apple alters policies as it apologizes in Chinese
By Zhao Wen |
April 2, 2013, Tuesday
|
Print Edition
Print Edition
Apple CEO Tim Cook apologized to Chinese customers in a statement in Chinese posted on the company's website yesterday, denying the company was arrogant and saying it had adjusted some of its after-sales services to meet China's requirements.
Apple has been criticized for treating Chinese customers differently from others in a China Central Television program about its iPhone and iPad repair policy on March 15, Consumer Rights Day.
The People's Daily published a series of stories criticizing what it said was Apple's arrogant attitude and double standards.
Many comments
In the statement, Cook said Apple had received many comments about its repair and warranty policies in China and had reflected on them.
"We are aware that due to insufficient communication, the public holds the idea that Apple is arrogant, disregards or pays little attention to the feedback of consumers," the statement said, according to Xinhua news agencty.
"Therefore, we want to express our sincere apology for any concern or misunderstanding arising from the process."
"We have always respected China and Chinese consumers have always been our priority among priorities," Cook noted, saying Apple had studied the warranty policies in China with authorities, examined the way it communicated over warranties and reviewed management standards of Apple Authorized Service Providers.
The CCTV report said Apple's authorized services centers had declined to replace the backs of iPhones being repaired.
Now, according to Cook's statement, Apple will upgrade their repair services for the iPhone 4 and iPhone 4S to use all new parts, including backs, when repairing iPhones from this month.
Repaired iPhones will also have another year's free warranty added from the date parts are replaced. Previously, repaired iPhones could only enjoy the remaining days of its warranty or 90 days if the warranty period was less than 90 days, the TV program said.
Apple was also said to provide a one-year guarantee for iPads where national policy dictates that all computers and their components should have a two-year guarantee, the program said.
Cook said major parts will have a two-year guarantee.
Strengthened training
In other adjustments, Apple has provided simple and clear repair and warranty policy instructions on its website and strengthened training for its authorized service suppliers in China.
The apology comes after the China Consumer's Association asked Apple to "sincerely apologize" and "correct its problems," Xinhua reported.
Complaints about after-sales service accounted for 25.6 percent of 2,170 complaints the association had received about Apple products, the CCA said.
Data from iiMedia Research Group showed Apple has only 7.7 percent of China's smartphone market, behind 22.5 percent of Samsung, 10.7 percent of Lenovo and three other domestic brands.
Apple has been criticized for treating Chinese customers differently from others in a China Central Television program about its iPhone and iPad repair policy on March 15, Consumer Rights Day.
The People's Daily published a series of stories criticizing what it said was Apple's arrogant attitude and double standards.
Many comments
In the statement, Cook said Apple had received many comments about its repair and warranty policies in China and had reflected on them.
"We are aware that due to insufficient communication, the public holds the idea that Apple is arrogant, disregards or pays little attention to the feedback of consumers," the statement said, according to Xinhua news agencty.
"Therefore, we want to express our sincere apology for any concern or misunderstanding arising from the process."
"We have always respected China and Chinese consumers have always been our priority among priorities," Cook noted, saying Apple had studied the warranty policies in China with authorities, examined the way it communicated over warranties and reviewed management standards of Apple Authorized Service Providers.
The CCTV report said Apple's authorized services centers had declined to replace the backs of iPhones being repaired.
Now, according to Cook's statement, Apple will upgrade their repair services for the iPhone 4 and iPhone 4S to use all new parts, including backs, when repairing iPhones from this month.
Repaired iPhones will also have another year's free warranty added from the date parts are replaced. Previously, repaired iPhones could only enjoy the remaining days of its warranty or 90 days if the warranty period was less than 90 days, the TV program said.
Apple was also said to provide a one-year guarantee for iPads where national policy dictates that all computers and their components should have a two-year guarantee, the program said.
Cook said major parts will have a two-year guarantee.
Strengthened training
In other adjustments, Apple has provided simple and clear repair and warranty policy instructions on its website and strengthened training for its authorized service suppliers in China.
The apology comes after the China Consumer's Association asked Apple to "sincerely apologize" and "correct its problems," Xinhua reported.
Complaints about after-sales service accounted for 25.6 percent of 2,170 complaints the association had received about Apple products, the CCA said.
Data from iiMedia Research Group showed Apple has only 7.7 percent of China's smartphone market, behind 22.5 percent of Samsung, 10.7 percent of Lenovo and three other domestic brands.
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