In a statement released on Tuesday, Cook apologized for not clearing up their customer service and warranty programs, while also promising to tweak their warranty policies for iPhone 4 and iPhone 4s.
Cook’s official statement read: “In the past two weeks, we have received a lot of feedback about Apple in China repair and warranty policy. We are not only a profound reflection on these views, together with relevant departments to carefully study the “Three Guarantees”, and also look at our maintenance policy communication and combing our management specifications of Apple Authorized Service Provider.”
“We are aware that, due to the lack of external communication in this process and lead to the speculation that Apple is arrogant and does not care or attach importance to consumer feedback. We express our sincere apologies for any concerns or misunderstandings this gives consumers.”
After studying the strict “Three Guarantees” law in China or what is commonly known as “repair, refund, and replace” policy, Apple detailed an updated warranty policy and service improvements.
In the revised warranty policy, full device replacement will be given within the first 15 days of the one-year warranty period for iPhone 4 and iPhone 4s. If the device malfunctions within the one-year warranty period, affected parts will be replaced with brand new replacements or full device replacement could be ordered depending on the extent of the damage. Apple was criticized for using refurbished parts or device for replacements.
Apple’s Chinese website also stated that iPads will get a two-year warranty on key components and one-year warranty to other parts such as the battery and accessories, while also promising to strengthen supervision and provide further training for their Authorized Service Providers.
Analyst believes that Cook was forced to issue an apology because losing their grip on the Chinese market will absolutely hurt their market share following a series of negative publicities in the country.
Last week Apple was attacked in a two-hour report in CCTV Television and through a front-page story in the People’s Daily Newspaper wherein they were accused of discriminating Chinese consumers.
The Chinese Consumer’s Association also warned that they will continue to support the media war against the company until a public apology and changes are made by Apple.