Apple apologises to Chinese consumer; vow to revamp after-sales service

This is the second time Apple Chief Tim Cook has made an apology since taking over from the late Steve Jobs.

11:34 03 April 2013

Apple Chief Tim Cook has once again issued an apology, this time to Chinese consumers over customer service. The American tech giant was accused of “incomparable arrogance” for not offering phone replacements for broken iPhones during a one-year warranty and for unimpressive after-sales support.

China’s state leading newspaper People Daily accused Apple of demonstrating “the Western person’s sense of superiority.”

It added; “If there is no risk in offending the Chinese consumer, and it also makes for lower overheads, then why not? “Strike down Apple’s incomparable arrogance” the headline said.

In a statement, Mr Cook wrote on Apple China’s website: “We are aware that a lack of communications… led to the perception Apple’s attitude was arrogant and that we do not care and attach importance to customer feedback. We express our sincere apologies for any concerns or misunderstandings this gave customers.”

Apple isn’t the first western company to issue an apology to Chinese consumers. Previously, China Central Television (CCTV) criticised McDonalds and Carrefour for food safety violation. Both companies issued an apology.

More recently, KFC parent company Yum also apologised following reports that chicken from its suppliers contained high levels of hormones and drugs.