Apple issues an apology to Chinese consumers

BEIJING — Apple Inc. issued an apology to Chinese consumers Monday after government media attacked its repair policies for two weeks in a campaign that reeked of economic nationalism.

A statement that Apple posted in Chinese on its website Monday said the complaints had prompted “deep reflection” and persuaded the company of the need to revamp its repair policies, boost communication with Chinese consumers and strengthen oversight of authorized resellers.

State broadcaster CCTV and the ruling party’s flagship newspaper, People’s Daily, had led the charge against the iconic American company. They accused Ap- ple of arrogance, greed and “throwing its weight around” and portrayed it as just the latest Western company to exploit the Chinese consumer.

The attacks quickly backfired, though, and were mocked by the increasingly sophisticated Chinese consumers who revere Apple and its products. State-run media also inadvertently revived complaints over shoddy service by Chinese companies.

Nonetheless, Apple responded with an apology from Chief Executive Tim Cook.

“We’ve come to understand through this process that because of our poor communication, some have come to feel that Apple’s attitude is arrogant and that we don’t care about or value feedback from the con- sumer,” Cook’s Chinese statement said. “For the concerns and misunderstandings passed on to the consumer, we express our sincere apologies.”

Although Apple enjoys strong support from Chinese consumers, the vehemence of the attacks and the importance of the Chinese market appeared to have persuaded the Cupertino, Calif., company to smooth its relations with Chinese consumers and authorities.

People’s Daily ran an editorial last week headlined “Strike down Apple’s incomparable arrogance.”

“Here we have the Western person’s sense of superiority making mischief,” the newspaper wrote. “If there’s no risk in offending the Chinese consumer, and it also makes for lower overheads, then why not?”