Was it really necessary for Apple CEO Tim Cook to publicly apologize to Chinese consumers for questionable customer service? Whether you think it was the right move or not, Monday's apology apparently resonated with the Chinese state media that originally criticized Apple. Reuters reports that Chinese newspapers were quick to change their tune on Apple's perceived "arrogance" when it comes to warranties and customer service, openly praising Apple for responding to consumers.
"The company's apology letter has eased the situation, softening the tense relationship between Apple and the Chinese market ... Its reaction is worth respect compared with other American companies," read a piece by the Global Times published in the People's Daily. The Chinese Foreign Ministry was also reportedly pleased with Apple's response, saying during a news conference that it approved of Cook's letter.
The letter, written in Chinese and signed by Cook (loose Google Translation), was a response to previous criticisms from Chinese state media about Apple's opaque warranty policies. Cook offered an apology for the lack of external communication and promised to increase training for staff, improve how it handles iPhone 4 and 4S repairs, and more. "[W]e always harbor immense respect [for] China; the Chinese consumer is always the top priority of our hearts," reads a translated line from Cook's letter.
As noted by Reuters and echoed by All Things D, Cook's apology was all-but-necessary in order for Apple to continue its strong business trajectory in China. Cook repeatedly cites China in the company's earnings calls as leading the company's growth in device sales and retail, stating earlier this year that he believes China will soon become Apple's single largest market. But Apple also showed the Chinese government that criticism through the media gets results, and we may end up seeing more stories like this one as Apple continues its forays into Asia.
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