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They say an apology goes a long way toward mending fences, and when the apology is heartfelt, even more so — and Tim Cook’s very public apology on Apple’s Chinese website is already working its magic with the press there.
On Monday, Apple CEO Tim Cook posted a public apology to Chinese customers on the company’s website, announcing changes to its repair and warranty policy in that country. Almost immediately, the Chinese press began warming up to Apple again, after nearly two weeks of being dragged through the mud in the media.
“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,” an English translation of Cook’s message posted to 9to5Mac reads. “We express our sincere apologies for any concerns or misunderstandings this gives consumers.”
According to Reuters, the apology — and the warranty changes that come with it — have gone a long way toward mending fences with Chinese media as well as consumers.
“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,” Communist Party tabloid the Global Times wrote in response to Cook’s apology.
China is a key market for Apple, which the report notes is the iPhone maker’s second largest and fastest-growing with $8.6 billion during the last fiscal quarter of 2012 alone.
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