Sorry!

Apple's Tim Cook Apologizes to China

For poor customer service.

Tim Cook is sorry. The Apple CEO signed an apology letter pledging to its Chinese customers to retool it customer-service policies after two weeks of criticism from the country’s state-run media. China Central Television—its national broadcaster—and The People’s Daily had been accusing Apple of employing customer-service policies that discriminate against Chinese customers, not honoring its warranties, and reacting arrogantly to complaints. China is Apple’s second-largest world market. The letters says, “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,” and apologizes for “any concerns or misunderstandings.”