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Tim Cook responds to criticism in China with an open letter promising to improve Apple’s service

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Tim Cook has published an open letter on Apple’s Chinese website in which he talks about the controversial issue of the company’s warranty policy offering an apology and committing himself to improve the service. Cook says Apple plans to increase training for its retail staff and authorized resellers while also planning to improve the way repairs for iPhone 4 and 4S are handled.

The company has been the subject of a harsh defamation campaign promoted by the Chinese government that began with a series of sponsored tweets and has spread to the press and television with articles under such suggestive titles as “Defeat Apple’s incomparable arrogance” , published by People’s Daily, one of the state’s leading media outlets.

Tim Cook responds to criticism in China with an open letter promising to improve Apple’s service
Tim Cook responds to criticism in China with an open letter promising to improve Apple’s service

Expansion into the Asian market is one of Apple’s most important goals, and although there are conspiracy theories to suit all tastes, the truth is that criticism from consumer associations and other bodies regarding the company’s confusing warranty policy is far from exclusive to that region. Let us hope that they are applied and realise that however much their helpdesk is among the best in the world of consumer electronics, there is still plenty of room for improvement.

You can take a look at the letter thanks to the Google translator, although I can already tell you that the most interesting part is the following:

As I say, while the first point is unique to China, where the replacement phones “recycled” the back of the customer’s original terminal, the other three can be applied globally to avoid more headaches once and for all. Let’s hope so.

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