China on Apple's Apology: 'Better Late Than Never'

Pete Pachal2013-04-02 14:23:31 UTC

Apple CEO Tim Cook's apology to Chinese customers over the company's warranty policy has gotten a seal of approval from China's state-run media.

Two of China's largest newspapers, the Communist party-run People's Daily and its sister tabloid, the Global Times, both offered words of praise for Cook's statement that posted on Apple's Chinese website April 1. However, they also admonished Apple for not being as forthcoming in the first place.

"Tim Cook's apology to Chinese consumers is better late than never," a report in the People's Daily reads. "Although Apple fans were disappointed by the company's indifference before the CEO issued the apology, the belated letter finally demonstrates the crisis management skills that a first-class company needs."

The Global Times said Cook's statement had "eased the situation" and that, by changing its attitude quickly, Apple showed "professionalism and flexibility."

"Its reaction is worth respect compared with other American companies," the un-bylined piece reads.

Apple posted Cook's note after the company had been attacked over the past few weeks in the Chinese press over its warranty policy in China. Although Apple initially pointed out its warranties were the virtually the same worldwide, the attacks continued, insisting that Chinese customers were getting the short end of the stick.

The main issue was how Apple dealt with some broken iPhones, specifically the iPhone 4 and 4S. Reports from China said customers with broken phones were offered refurbished models but not outright replacements. Cook said in his statement that replacing a phone that's under warranty would be Apple's policy from now on in China.

China is Apple's fastest-growing market. After the Americas and Europe, it's the region that generated the most revenue for Apple, according to the company's most recent earnings report, at almost $7 billion. In the same period a year ago, total revenue from China was just over $4 billion.

Image via AFP/Getty Images

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