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In a move rare for a company of the size of Apple, the company apologized to Chinese consumers on Monday for improper communication of its warranty policy and promised that it will change the terms of the warranty policy for some of its iPhones in China.
The situation immediately changed for Apple which was under threat of penalties from two Chinese government bureaus.
Chinese tabloid Global Times, published by People’s Daily the mouthpiece of the Communist Party, reciprocated Apple’s apology by saying, “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 to other American companies …”
In a news briefing, China’s Foreign Ministry spokesman Hong Lei said “We approve of what Apple said.”
Last week, before Apple had tendered its apology over warranties, the People’s Daily had observed that Apple was showing “unparalleled arrogance.”
Apple was targeted in March, by media outlets in China over using different warranty policies for the Chinese market than what it used in other markets.
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At the time, Apple had responded by claiming that the difference in the warranties were due to efforts to make the warranties compatible with the law of China.
However, critics did not buy the argument and media attacks reached a peak with Chinese government bureaus threatening to penalize Apple. Experts say that in China, when you have the State Administration for Industry and Commerce, as well as its quality and inspection bureau up in arms against you – it’s time for you to act fast.
Apple considers China as its second-biggest and fastest-growing market showing a sales growth close to 40 percent in the end quarter of 2012.
