Apple’s Tim Cook Apologizes Again, This Time To China

If you've been paying attention to Apple's most recent earnings reports, you'll probably be aware of two key points: one, the company's revenues continue to skyrocket, and secondly, China is increasingly important to that revenue increase. While Apple is typically viewed in a majorly positive light in North America, the company's image is held to an equally high standard in mainland China. Apple is opening up a multitude of new retail shops in the country, and as growth happens, so to do expectations.

This week, the company's CEO issued an apology to one of its largest markets, vowing to "revamp aspects of its customer-service policies in China after more than two weeks of pointed attacks by government-run media." For the past few weeks, feedback (largely negative) has been flowing into Apple's headquarters regarding warranties and return policies. To quote Mr. Cook: ""We are aware that a lack of communications...led to the perception that Apple is arrogant and doesn't care or attach enough importance to consumer feedback. We express our sincere apologies for any concerns or misunderstandings this gave consumers."

Basically, Apple was accused of having warranty policies in China that weren't up to par with other markets, particularly in regard to the iPhone 4 and iPhone 4S. But hey, when China's pouring millions into Apple's coffers by the minute, it's best that the company pay attention to the cries.