Apple Says Sorry Over China Customer Service

Apple's chief executive has been forced to apologise for its after-sales service in China following weeks of criticism in the country's media.

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

Tim Cook has spoken about the importance of the Chinese market in the past

Critics 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.

China is Apple's second-largest market after the US.

Tim Cook said on the company's Chinese website: "We are aware that owing to insufficient external communication, some consider Apple's attitude to be arrogant, inattentive or indifferent to consumer feedback.

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

Apple would now offer full replacement of iPhone 4 and 4S devices 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 has previously spoken about the importance of the Chinese market to the company.

In the first quarter of the year, 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.

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

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

They accused the media of hypocrisy for keeping 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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