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.