Apple hasn't been all that popular in China as of late. The Cupertino-based company is under fire in the country for what customers are reporting to be unfair warranty and repair policies on Apple's products. However, in what is his second public apology, company CEO Tim Cook apologized for the recent burdens, and announced plans to improve warranty and repair policies in China.
The company issued the apology on its Chinese website and addressed several ways in which they would improve their warranty and repair policies. In the apology, Cook notes that "due to the lack of external communication in this process and lead to the speculation that Apple arrogance, do not care or do not attach importance to consumer feedback."
Furthermore, Cook provided some bullets on how the company will be improving the situation, including detailing some of the new policies that the company will invoke. Cook mentions that they'll be improving the "iPhone 4 and iPhone 4S repair policy," as well as "provide a concise and clear on the website of the official Apple repair and warranty policy statement."
Apple also plans to "increase the intensity of the supervision and training of Apple Authorized Service Provider," and fix "related issues to ensure that consumers can easily contact Apple Feedback Service." Hopefully this will win back the hearts of Chinese customers for Apple, since that's a big market for the company, but we'll see how it plays out in the next few months.