Following controversy in China
with state-controlled media outlets going after Apple over its warranty policies, Apple CEO Tim Cook today addressed the issue in a letter published to the company’s website
in China. Within the letter (translation below), Cook apologized to customers and announced the company would implement a number of changes to “improve the level of service” for Chinese customers.
The controversy originally started after a report from state-controlled media outlets such as China Central Television criticized the company for treating consumers unfairly with its warranty and repair procedures compared to other countries. Following the initial attacks from Chinese media outlets, Apple initially responded to the criticism through a message published on its website clarifying its warranty policies and telling consumers that “Apple’s Chinese warranty is more or less the same as in the U.S. and all over the world.”
In the past two weeks, we have received a lot of feedback about Apple in China repair and warranty policy. We are not only a profound reflection on these views, together with relevant departments to carefully study the “Three Guarantees”, and also look at our maintenance policy communication and combing our management specifications of Apple Authorized Service Provider. We are aware 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. We express our sincere apologies for any concerns or misunderstandings this gives consumers.
Today Cook announced that Apple will be implementing some changes to its warranty policies starting this month. Among the changes, Cook noted that Apple will improve its repair policy for the iPhone 4 and 4S, provide better information about warranties on its website, and improve training for staff:
- Improved iPhone 4 and iPhone 4S repair policy
- Provide a concise and clear on the website of the official Apple repair and warranty policy statement
- Increase the intensity of the supervision and training of Apple Authorized Service Provider
- Related issues to ensure that consumers can easily contact Apple Feedback Service
Perhaps the most significant change is the way Apple will handle repairs and replacements of the iPhone 4S and iPhone 4 going forward, providing new replacement devices for users on Apple’s 1-year warranty in cases where it previously only replaced parts. Many of the controversial reports in China centered around claims that Chinese consumers were provided with replacement parts during repairs, or the original back casing for their device, while consumers in other countries were given new replacements.
Cook also urged customers to reach out to Apple with feedback through its website here.
Cook’s full letter below: expand full story