苹果老板库克向中国消费者道歉
Apple boss Tim Cook has apologised to Chinese consumers after state media accused the firm of arrogance, greed and of "throwing its weight around".
苹果老板蒂姆·库克向中国消费者正式道歉，此前中国官方媒体职责苹果公司傲慢、贪婪、“仗势欺人”。
A two-week long Chinese media campaign had focused on Apple's repair policies.
A statement on Apple's China website said "misunderstandings" may have led to the perception "Apple's attitude was arrogant" towards Chinese customers.
Mr Cook promised to improve the repair policy on the iPhone 4 and iPhone 4S, and to improve warranty information.
"We are aware that a lack of communications... led to the perception Apple's attitude was arrogant and that we do not care and attach importance to consumer feedback," Mr Cook wrote. "We express our sincere apologies for any concerns or misunderstandings this gave consumers."
Apple said it would enhance communication with Chinese consumers and strengthen oversight of authorised resellers.
Earlier this year, Mr Cook said he expected China to replace North America as Apple's largest source of revenue.
China is currently Apple's second-largest market, with more than 17,000 outlets selling its products.
The company says it has eight stores in mainland China, with another three in Greater China, which includes Hong Kong.