Tim Cook’s decision to address warranty controversy in China earns Apple praise from state-run media

According to a new report from Reuters, Apple’s decision to publicly address controversy over its warranty policies in China yesterday has already resulted in a positive reaction from the state-controlled media outlets that originally organized the smear campaign.

With its rare apology, Apple Inc went from pariah to praiseworthy in the eyes of China’s state-controlled media, a lesson for other foreign firms not to underestimate the speed and power of the government press… The Chinese newspapers that threw brickbats at Apple a few days ago have since changed their tune.

Apple attempted to appease government in China yesterday by issuing a letter from CEO Tim Cook to announce changes to its warranty policies in the country. The move followed a campaign by state-run media outlets that bashed Apple over its warranty policies compared to other countries and provided first-hand accounts from disgruntled customers. Apple initially stood its ground after the first critical reports as far back as July, but yesterday’s “rare” apology from Cook appears to be already having a positive impact in the country.

One of the media outlets that has now changed its tune is tabloid the Global Times, a newspaper published by the Communist Party’s People’s Daily, while government officials are also praising Apple for its decision:

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,” wrote popular tabloid the Global Times

The Foreign Ministry praised Apple for “conscientiously” responding to consumers’ demands.

“We approve of what Apple said,” spokesman Hong Lei told a daily news briefing on Tuesday.

Apple decision to relatively quickly address the problems and change its warranty policies to reflect the concerns of customers in China is seen by many as proactive approach to combatting negative, state-controlled press in one of its most important markets—and it appears to be working.