A Translated Version Of Tim Cook’s Apology Letter To Chinese Customers Was Published Online
A translated version of Apple CEO Tim Cook’s apology letter to Chinese customers over apparent after-sales service concerns was published on Thursday, giving deeper insight into the tech giant’s tactics in the region.
Some of you might have heard of Apple’s after-sales service concerns in China. The CEO of Apple, Tim Cook, decided to write an apology letter to the Chinese customers, regarding this issue. The letter contains a great insight when it comes to the sales tactics in the region.
Forbes was the publication that translated the letter (with the contribution of Laura He) the letter refers to different topics of interest for the Chinese customers, starting with the apologies for the misunderstanding of Apple’s warranty policies, but continuing to the future launches in the country: iPhone 4 and iPhone 4S, specially designed for China.
Laura He mentioned that Apple did not create an English version of the letter, as it was meant only for the Chinese customers.
We will try below to expose the most important parts of the Forbes translation.
Tim Cook started his letter by explaining the actual situation, that they have received feedback on Apple’s repair and warranty policy in China and they have started to investigate the way they should communicate their repair policy. More to say, they have implied the government authorities and checked the management practice for Apple’s authorized service providers. The main reason Cook said led to the perception that Apple is arrogant and pays little attention to the customers needs is the insufficient communication between the customers and Apple. Cook expressed the company’s apologies for any concern or misunderstanding they created.
Also, he admitted that the company has still many things to learn on operating and communicating in China, but this doesn’t mean the commitment is not the same compared to other countries. Apple wants to give the users the best experience and customer satisfaction to be great, as this is the Apple’s corporate culture and the efforts in order to achieve this goal will be continuous.
Another aspect he pointed out was that Apple’s website didn’t make the policy clear before. Still, Apple is making great effort in order to ensure Apple’s service providers to follow the official policies and give the customers top quality services. Apple is going to monitor all the authorized service providers in order to make sure the final customer has the greatest experience with the Apple products. Cook ended his declaration by thanking anyone for the feedback and saying that the Chinese customers are among their priorities.
The letter was posted on the homepage of Apple’s Chinese website, right after the state-run media accused the company for unfortunate warranty practices. One day after the apology letter was exposed, the same publications and the Chinese Foreign Ministry considered Apple a good provider as it took responsibility.
Also, we invite you to connect to our social media channels in order to be able to comment or find out the answers you are looking for more easily. You can find us on Facebook, Twitter or Google +. See you there!
