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.