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Apple CEO Tim Cook Apologizes for China Warranty Policies

Published on April 1, 2013
by Paul Mozur

Apple Inc. issued an apology letter signed by Chief Executive Tim Cook that vowed to revamp aspects of its customer-service policies in China after more than two weeks of pointed attacks by government-run media.

In the letter written in Chinese and posted to Apple’s website on Monday, Mr. Cook said the company deeply reflected on recent “feedback” on its warranty policies and apologized for misunderstandings created by poor communication with consumers.

The statement from the top of Apple’s leadership reflects the desire of the company to end the negative press onslaught in its second-largest market after the U.S.

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