Apple's chief executive, Tim Cook apologized to Chinese customers, after the company was accused of providing customer service, by the Chinese media. China Central Television accused Apple of providing shorter warranties compared to other countries and was using inferior parts to repair their products. Last week the Chinese government issued a warning to Apple saying it would face severe repercussions, if it did not improve it's customer service. It also demanded a sincere apology by the Cupertino company to the customers.
The whole ordeal can prove, trouble for Apple as China is it's second biggest market after the US. Cook remarked that the company expects, China to be its biggest market in the future.
Apple has a lot at stake here, as it could lose $13 billion in revenues. The issue can also upset Apple's plans of expansion in the country.
Cook posted a letter on the Apple's website in China, saying "We realize that a lack of communication in this process has led the outside to believe that Apple is arrogant and doesn't care or value consumers' feedback,"
"We sincerely apologize for any concern or misunderstanding this has brought to the customers." He added.
This is not the first time Cook has apologized, as last year, the introduction of Apple Maps was received very poorly by the customers. The maping service was bombarded by customers for being inaccurate and faulty. Cook posted a letter, apologizing for the poor service and said, would be taking necessary steps to improve it.