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Apple's Tim Cook Apologizes to Chinese Customers

Apple (NASDAQ: AAPL  ) CEO Tim Cook has apologized to Chinese consumers in a letter posted on Apple's Chinese website after the company received criticism from state-run media outlets in recent weeks over its warranty practices in the country. According to a Web translation of the posting, Cook attempts to address concerns that Apple doesn't care about its Chinese customers.

He noted a perception of arrogance and lack of external communication.  "We express our sincere apologies for any concerns or misunderstandings this gives consumers," he wrote, according to the translation.

The executive outlines four changes that the company is implementing to improve service, including a new iPhone 4 and iPhone 4S repair policy and increased supervision and training of authorized service providers. Apple also provided extensive detail on the warranty policies for all of its products.

China is Apple's second-largest market behind the U.S., and the Chinese government has been criticizing foreign companies recently through state-controlled media outlets.



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  • Report this Comment On April 01, 2013, at 2:45 PM, dwilh51183 wrote:

    i think those journalists should all type an article stating apple ceo apologizes, to go along with the other 12 articles that have all done the same thing. aapl wants their business and they have CLASS. That's all...THE CHINESE AS ALWAYS WANT SOMETHING FOR FREE SO THEY WHINE

  • Report this Comment On April 01, 2013, at 3:05 PM, juriszauls wrote:

    Did he apologize to shareholders yet or do something to help the longs? This stock is down -30% from its high and -18% YTD. Apple is in a position to stop this slide but sadly refuse to take any action favorable to shareholders. Its shameful.

  • Report this Comment On April 01, 2013, at 3:10 PM, Toolishfoo wrote:

    3/1/13 I posted to the quoted question following. It was either lost in the ONE launch or deemed inappropriate for response. But this newsflash tells me Tim Cook shares my concerns about deteriorating quality as well as declining product servicing. I hope he has a way to measure quality of manufacturing because apologies are currently due to more than just his Chinese customers.

    "I stay in touch with Apple Geniuses and monitor trouble-shooting taking place at a few Genius Bars. To make a long story short I am very concerned about the slow but ever deteriorating quality level of Apple products coming out of China. Believe me, the "returns" on new out-of-the-box equipment are definitely rising. That is bad enough, but I am hearing little evidence that anything within Apple is being done about it. So Tom my question: is there any way to actually monitor the failure rate of new production coming out of China to determine whether it is static, rising, or falling? It threatens to strike at the heart of Apple's quality reputation key to maintaining premium pricing. Likewise, is there any way to discover what Apple intends to do about training its Genius resource, which is essence of the Apple Store service success?"

  • Report this Comment On April 01, 2013, at 3:22 PM, jdmeck wrote:

    Who handles the service. Chinese. Enough said.

  • Report this Comment On April 01, 2013, at 4:42 PM, Firecook wrote:

    Cook should first apologize to shareholders, he always gives that fake arrogant grin and then talks about all these great things Apple will do, then he gets mad like Tweetie Bird and talks about how he is upset about stock price, how about this Tim, do something, your useless banter is no longer believable, with all due respect, you are a deer in the car lights, get out of the way and let the board find a great CEO to clean up the mess you have made, oh wait I forgot You a very very seriously looking at how to return value to shareholders, do something Tim.

  • Report this Comment On April 01, 2013, at 5:45 PM, Jjkiam wrote:

    Hard to fathom how TC can issue apologies for Maps and now the Chinese Govt's blatant efforts to discredit the company but he has nothing to say to shareholders a about a disintegrating market cap except " I don't like it" . Where is the apology to shareholders ? Where is the plan to do something productive with the growing hoard of cash earning less than 2% ? When will the board and this CEO make the decision to reverse the perception of this company's future that has now lead to this disastrous decline in the stock price and investor confidence ? Is this the leadership investors should expect in the future? Wow as a long time investor I am becoming a believer in all the doomsayers predicting the demise of this company because there is a complete lack of leadership driving any effort to reverse these perceptions. Tim Cook should either lead or get out of the way. How low does the stock have to go before the Board exercises some responsibility to shareholders

  • Report this Comment On April 02, 2013, at 5:28 AM, Firecook wrote:

    Another day, another pre-market drop in Apple, drip drip drip. I did have an epiphany last nite, Tim can return value to shareholders by Quitting! If I'm right and Apple falls below 400 I have no doubt there is one thing I can rely on, Tim will do absolutely nothing, he will still be thinking about how to return value to the owners of Apple (thats the shareholders Tim), ok for the last time Tim here you go, raise dividend, do something with shareholder billions, give special dividend, you quit and admit a pet rock could do a better job than you have done or at least be more enthusiastic, but for the love of god do something today Tim.

  • Report this Comment On April 02, 2013, at 2:46 PM, Firecook wrote:

    Tim another day and nothing, ok let's go over it again, will you please do something, lets see, up the dividend, lower the arrogance, get some enthusiam, buy back shares, pay a special dividend, increase screen size of phone, buy something with all the billions you hoard, and for the love of god, just do something, anything other than sitting there fiddling as Rome burns.

  • Report this Comment On April 03, 2013, at 8:42 AM, Firecook wrote:

    Tim here we are another day removed from your February speech on how you were going to return value to shareholders, ok Tim just a little advice on what not to do, please don't have an Apple event , hold an IPhone 5s in your hand and explain how exciting and mind blowing it is, and when a reporter ask you why it's so great you say, "it has this great new camera and faster processor, but I'm sorry the screen is the same size, it's not much different than the IPhone 5, and it costs about 300 bucks, so I apologize in advance, but please stand in line to buy it, because Apple made it".

  • Report this Comment On April 04, 2013, at 10:04 AM, Firecook wrote:

    Now Tim here we go again, Brian White at Topeka said you guys are developing the Magic Ring for TV, ok so that sounds a bit exciting, however can we get back to the increase in value for shareholders, remember your shareholders, come on Tim, now you said in February you had some great ideas for returning value, ok just to run down some suggestions for you, buy Netflix, increase dividend, buy back stock, or give one time special dividend for the longs that listen to your banter and your lack of any energy when you announce a product, stop apologizing for everything you do, increase the screen size of the 5s, (remember extra pixels in camera may excite you, but it is really not that mind blowing) , but remember Tim, for the love of God do something.

  • Report this Comment On April 04, 2013, at 10:59 PM, Firecook wrote:

    Tim here we are again, and no apology for your terrible job as CEO, now what other company would see their stock free fall for a year, and not fire the captain of the ship, how do you not apologize for your terrible performance, now don't forget you said at Goldmans that you were studying so hard about returning value to shareholders (Tim just a reminder that's the people who own Apple), and you were soooooo mad about stock price that steam was coming out of your ears, now if you will just for a moment step out of your ivory tower and listen, for the love of god do something Tim, I mean besides attend a speech by the President, wake up Tim, lets get some work done, pleaseeeeeeeee

  • Report this Comment On April 05, 2013, at 9:53 AM, Firecook wrote:

    Now Tim today would be a good day to do something, helloooooo Tim, hellloooo

  • Report this Comment On April 05, 2013, at 11:11 PM, Firecook wrote:

    I truly wonder, if the share price falls below 350 after this months earning announcement will Tim do anything, my bet is no, Tim will continue to live in the land of dreams and or arrogance. At what low point in the stock price does he get the proverbial kick in the pants? Is it 275 a share? Tim wake up.

  • Report this Comment On April 15, 2013, at 10:20 AM, Firecook wrote:

    Hi Tim, please please do not announce a 5s with nothing but more pixels, please do not ignore share holders, please don't forget that you said the board was thinking hard about returning shareholder value, please do not sit and do nothing as Apple continues to sink, for the love of god Tim, you are the CEO do something.

  • Report this Comment On April 16, 2013, at 9:47 PM, Firecook wrote:

    Hi Tim, I heard a bad rumor tonite, please tell me , with you being the supply chain wizard that you are, that you are not going to have production delays on 5s and Mini, please say it ain't so Tim, how could you have delays again while Samsung now builds a 6.3 inch phone, and you act like Apple is so special that you will not tell the world about another iPhone that has the same size screen, a hint nobody is beginning to care, they are buying your competitors products Tim.

  • Report this Comment On April 17, 2013, at 10:38 AM, Firecook wrote:

    Ok Tim, now here is the question, now that we are at around 400 a share, do you get fired, or do we wait until about say 310 because that is where we are heading, at what point does aapl actually try to stop the spin, or does the board let Tim continue to watch Rome burn, hello Tim.

  • Report this Comment On April 17, 2013, at 4:15 PM, Firecook wrote:

    310 here we come!

  • Report this Comment On April 18, 2013, at 10:24 AM, Firecook wrote:

    HI Tim, just another thought, I think you might be heading to 300 a share, not 310, sorry, but nothing new, oh wait, you have more pixels in the new 5s, OMG, wow, ok no, you still want me to shell out a lot of cash for more pixels, ok so I have to say Tim, it is looking like 300, sorry.

  • Report this Comment On April 18, 2013, at 9:09 PM, Firecook wrote:

    FYI Tim, the dividend is not pulling you out of this spin, to late, the damage is done, onward to a price target of 250, see you there Tim. Will anyone be surprised when shareholder lawsuits begin for this negligent job that the board continues to do?

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