In recent weeks, the Apple company has been harshly criticized by the Chinese press for the way it offers a guarantee for products sold in its own stores or those of resellers. The wave of criticism forced Tim Cook to declare in an open letter that in the near future a series of changes will be implemented to improve the way in which guarantees are offered for products sold in China. Tim Cook says that Apple will improve the way iPhones are repaired, that it will explain much more clearly how the warranty is offered for products and that it will check partner stores more carefully.
Apple has been criticized in many countries around the world for the way it provides warranty for its own products, in Italy it was fined, andin Australia he secretly changed his termsand the European Commissioner for Justice demands changes in the EU as well. Apple managed for several years to maintain a warranty policy that is inconsistent with the laws of many states, but now it seems that some of the authorities of those states are asking Americans to change their way of doing business, otherwise in certain geographical areas risk receiving large fines.
To our Chinese consumers:
In the past two weeks, we have received a lot of feedback about Apple in China repair and warranty policy. We are not only a profound reflection on these views, together with relevant departments to carefully study the "Three Guarantees", and also look at our maintenance policy communication and combing our management specifications of Apple Authorized Service Provider. We are aware that, due to the lack of external communication in this process and lead to the speculation that Apple arrogance, do not care or do not attach importance to consumer feedback. We express our sincere apologies for any concerns or misunderstandings this gives consumers.
In order to further improve the level of service, we are implementing the following four major adjustments:
- 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
At the same time, we also realize that operating in China, and communicate much we need to learn the place. Here, we assure you, Apple for the commitment and enthusiasm indistinguishable from other countries. Bringing the best user experience for consumers and satisfactory service is our ideals, our commitment, and it has been deeply rooted in Apple's corporate culture. We will make unremitting efforts to achieve this goal.
iPhone 4 and iPhone 4S repair policy improvements are as follows:
So far, iPhone 4 and iPhone 4S repair this in one of three ways: as from the purchase date of 15 days found the problem, we will be entitled to a refund or replacement for consumers recalculated 1 year warranty period iPhone; 15 days after discovering the problem, Apple will replace the dependent part, such as camera modules or batteries; replacement parts also cannot quickly repair the iPhone, Apple will provide consumers with a part reassembled new parts, retaining only the consumers existing iPhone 4 or iPhone 4S back cover.
Nearly 90% of customers expressed satisfaction with our repair services, and consumer satisfaction is the most important criterion for Apple to measure its own success.
But others suggested that part of the re-assembly of repair almost replaces the machine, so the direct replacement of a device will be more beneficial to consumers. Therefore, since April 2013, Apple iPhone 4 and iPhone 4S service pack upgrade for all 1-year warranty on new equipment replacement parts and replacement date recalculated.
Consumer iPhone 4 or iPhone 4S Apple or an Apple Authorized Service Provider has been part of the re-assembly kit maintenance, we will replace them as a whole and for maintenance after the iPhone recalculated from the date of repair year warranty. Apple's warranty system has been updated for the information and, therefore, affected consumers do not need to take any additional action.
Now, all consumers can see on our site clear and comprehensive maintenance and warranty policy terms and conditions.
We are pleased to provide consumers with information who wish to learn more about the after-sales service. For example, we have been to provide 2 year warranty for the MacBook Air and Mac computer motherboards and other major components. Likewise, the iPad main components have been entitled to a 2-year warranty period, and other components for 1 year warranty.
We realize that our site before this is not a clearly stated policy. Hope the following will answer all the questions about Apple providing services.
Apple is to make greater efforts to ensure that Apple Authorized Service Providers follow our policies, and make every effort to provide consumers with the highest quality service.
Week since March 18, 2013, we made a new training materials for all Apple Authorized Service Providers to ensure that each staff providing services for Apple products is not only familiar with our policies, but also to grasp three guarantees "provisions and related policies. At the same time, we have taken the initiative through face-to-face meetings and other forms of verification and to ensure that each Apple Authorized Service Provider has opened training courses to update the knowledge of the staff for the maintenance and warranty policies. We will make unremitting efforts and continuous monitoring of the performance of the Apple Authorized Service Provider to ensure that consumers can get the highest quality service.
Now, the feedback service-related issues is also very convenient.
As the consumers of the services provided by any Apple Store retail store or an Apple authorized service provider doubt, to Welcome www.apple.com.cn/support/service/feedback/ directly get in touch with us. Our goal is to consumers where to buy Apple products or receive services, users can enjoy a world-class experience.
Heartfelt thank you for giving us valuable feedback, we always harbor immense respect for China, the Chinese consumer is always the top priority of our hearts.
Tim Cook
Apple CEO
