Article 7

Apple's Tim Cook says 'I'm sorry' to Chinese customers

This article comes from BBC news.

Summary

:Recently, Chinese consumers were angry at Apple's repair service of iPhone 4 and iPhone 4s. So the medias had focused on repair policies specifically for two weeks. For instance, the state broadcaster China Central Television criticized Apple about consumer rights and safety. This program, especially, accused Apple of failing to offer new replacement iPhones based on its policies. "Misunderstandings", a statement on Apple's China website, was interpreted to the meaning of "Apple's attitude was arrogant" for Chinese consumers. According to this conflict between Apple and its consumers, Apple boss Tim Cook apologized that, "We express our sincere apologies for any concerns or misunderstandings this gave consumers." Also Apple believed that this event would enhance communication with Chinese consumers.

My opinion

: From my point of view, I think that Apple reacted quickly because China is it's second-largest market. If Apple does not make close relationship with China, it would lose amounts of profits. That's why the communication between consumers and companies should be kept open with understanding both sides. Best of all, Apple should take responsibility to change consumer's service systems to sell more products as well as attract more consumers.