Employees polish the monitors of Apple's Mac computers at the company's… (Tomohiro Ohsumi / Bloomberg )
Apple Chief Executive Tim Cook apologized to the company's Chinese customers Monday, promising better handling of its warranty and repair policies in the country.
The apology from Cook came after the Cupertino, Calif.-based tech giant was scrutinized by China's state-controlled media, which said Apple applied inferior warranty and repair policies in China compared with those in other countries.
For example, in situations in which Apple might choose to give a consumer a replacement iPhone in the U.S., the company would only give a consumer in China a replacement part, the reports alleged.
The criticism seems to have forced Apple's hand, with Cook saying he was sincerely sorry. The company said it will now use an altered repair policy for the iPhone 4 and the iPhone 4S.
Apple said it will also provide a more concise and clearer version of its repair and warranty policy statement on its Chinese website, and that the company will increase the intensity of its supervision and training of Apple authorized service providers in the country.
The company said it will also make it easier for Chinese consumers to give the company feedback.
"The Chinese consumer is always the top priority of our hearts," Cook said.
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