Apple issues apology following media attacks in China

Apple has issued an apology to Chinese consumers after government media attacked its repair policies for two weeks in a campaign that reeked of economic nationalism.

A statement posted in Chinese to Apple's website on Monday said the complaints had prompted "deep reflection" and persuaded the company of the need to revamp its repair policies, boost communication with Chinese consumers and strengthen oversight of authorized resellers.

State broadcaster CCTV and the ruling party's flagship newspaper People's Daily had led the charge and portrayed Apple as just the latest Western firm to exploit the Chinese consumer.

The attacks started backfiring almost as soon as they began and were mocked by the increasingly sophisticated Chinese consumers who revere Apple and its products. Nonetheless, Apple responded with an apology from CEO Tim Cook.

Cook said the company would take four steps toward improving the level of service:

• Improved iPhone 4 and iPhone 4S repair policy
• Provide a concise and clear on the website of the official Apple repair and warranty policy statement
• Increase the intensity of the supervision and training of Apple Authorized Service Provider
• Related issues to ensure that consumers can easily contact Apple Feedback Service