Apple has issued an apology to Chinese consumers for warranty confusion after state media attacked its repair policies in a two-week-long campaign.
Apple's chief executive, Tim Cook, apologised on Monday in a statement posted in Chinese to Apple's website, saying the complaints had prompted "deep reflection'' and persuaded the company of the need to revamp its repair policies, boost communication with Chinese consumers and strengthen oversight of authorised resellers.
State broadcaster CCTV and the ruling party's flagship newspaper People's Daily had led the charge and portrayed Apple as the latest Western firm to exploit the Chinese consumer, although Chinese Apple fans mocked the attacks.
Apple is revising its warranties for the iPhone 4 and iPhone 4S and simplifying its explanation of warranties and ways for customers to provide feedback, Cook said in a letter on Apple's China website.
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