Apple apologises to Chinese customers after govt-media campaign

Apple apologised to Chinese consumers after government media attacked its repair policies in a two-week campaign.

Apple apologises to Chinese customers after govt-media campaign

Apple apologised to Chinese consumers after government media attacked its repair policies in a two-week campaign.

A statement Apple posted in Chinese on its website said 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 against the American company.

They accused Apple of arrogance, greed and “throwing its weight around” and portrayed it as just the latest Western company to exploit the Chinese consumer.

The attacks quickly backfired, though, and were mocked by the increasingly sophisticated Chinese consumers who have enthusiastically adopted Apple and its products. State-run media also inadvertently revived complaints over shoddy service by Chinese companies.

Nonetheless, Apple responded with an apology from CEO Tim Cook.

“We’ve come to understand through this process that because of our poor communication, some have come to feel that Apple’s attitude is arrogant and that we don’t care about or value feedback from the consumer,” his Chinese statement said.

“For the concerns and misunderstandings passed on to the consumer, we express our sincere apologies.”

Although Apple enjoys strong support from Chinese consumers, the vehemence of the attacks and the importance of the Chinese market appeared to have persuaded the company to smooth its relations with Chinese consumers and authorities.

The People’s Daily newspaper ran an editorial last Wednesday headlined: “Strike down Apple’s incomparable arrogance.”

It wrote: “Here we have the Western person’s sense of superiority making mischief. If there’s no risk in offending the Chinese consumer, and it also makes for lower overheads, then why not?”

Chinese observers accused People’s Daily of gross hypocrisy and pointed out that the newspaper had maintained a stony silence when Chinese companies were implicated over food safety, pollution and other scandals.

Meanwhile, broadcaster CCTV was shamed when it emerged that celebrities had been recruited to blast the company on Weibo, China’s version of Twitter, in what had been billed as a grassroots campaign.

Popular business magazine Caijing said its readers identified a long list of abusers, including state banks that lend to those with political connections while leaving ordinary savers with low rates on deposits.

A government oil company that sets gas prices and other rates as it sees fit, and state telecom providers notorious for their lack of customer service were also criticised.

Despite the government’s pressures, sales of Apple products in the region, which includes Taiwan and Hong Kong, grew 67% to $6.8bn in the first three months of 2013, compared with the same period a year earlier, according to the company.

Apple sold two million iPhone 5s during the first weekend it was available in China, in December.

The region is Apple’s third largest market, accounting for 13% of all sales last year. More than 17,000 outlets sell its products in mainland China, a figure that includes 11 Apple stores and 400 premium resellers.

In January, Mr Cook said he expects China to replace North America as its largest source of revenue in the foreseeable future.

The attacks on Apple centre on complaints over Apple’s repair policies in China - specifically its practice of only replacing faulty parts rather than providing new iPhones, as it does in other markets.

Critics say that allows Apple to avoid having to extend its service warranty by another year.

more courts articles

Gary Glitter victim seeking six-figure sum in damages, court told Gary Glitter victim seeking six-figure sum in damages, court told
Stephen Bear ordered to pay back profits from sharing private sex tape Stephen Bear ordered to pay back profits from sharing private sex tape
Man (25) in court charged with murdering his father and attempted murder of mother Man (25) in court charged with murdering his father and attempted murder of mother

More in this section

Child, 8, the only survivor as 45 killed in South Africa bus crash Child, 8, the only survivor as 45 killed in South Africa bus crash
Russia ‘abolishes’ monitoring of sanctions on North Korea with UN veto Russia ‘abolishes’ monitoring of sanctions on North Korea with UN veto
UN top court orders Israel to open more land crossings into Gaza UN top court orders Israel to open more land crossings into Gaza
Cookie Policy Privacy Policy Brand Safety FAQ Help Contact Us Terms and Conditions

© Examiner Echo Group Limited