苹果向中国消费者致歉

Apple has given in to intense pressure from Chinese state media about its customer service practices, apologising to consumers in its second-largest market.

面对中国官方媒体对其客户服务政策的巨大压力，苹果(Apple)屈服了，它向自己第二大市场上的消费者做出了道歉。

In a notice on Apple’s Chinese homepage , chief executive Tim Cook admitted that a lack of external communication had led to a perception that Apple was “arrogant” and did not value consumer feedback. He made “sincere apologies” for what he called “misunderstandings” and stressed Apple's “immense respect” for China.

在苹果中国大陆官方网站主页上发表的致消费者信中，苹果首席执行官蒂姆•库克(Time Cook)承认，对外沟通不足而导致外界认为苹果态度“傲慢”、不在意或不重视消费者的反馈。他对所谓的“误会”表示“诚挚的歉意”，并强调苹果对中国怀有“无比的敬意”。

The Chinese media attacks began in mid-March, when a flagship news show on China Central Television accused Apple of discriminating against Chinese customers with its after-sales service.

中国官方媒体对苹果的攻击始于今年3月中旬。当时，中国中央电视台(CCTV)的一档黄金新闻节目指责苹果的售后服务政策歧视中国顾客。

Complaints by celebrities and other prominent bloggers accompanied the broadcast. The apparently co-ordinated campaign prompted derision of CCTV by some internet users in China, who questioned the broadcaster’s motives.

节目播出的同时，一些名人和知名博主也表达了对苹果的不满。这种明显经过协调的行动导致中国网民纷纷嘲讽央视的做法，他们对央视此举的动机提出了质疑。

At the time, Apple denied that its warranties and customer service in China were any different than in other countries. Yet Chinese state media outlets persisted with prominent coverage lambasting Apple for being “greedy” and “incomparably arrogant”. Apple’s executives were also criticised for not granting interviews.

当时，苹果否认其在中国的保修和客户服务政策与其在其他国家的政策有任何不同。然而，中国官方媒体穷追不舍，持续高调炮轰苹果，称其“贪婪”、并且“无与伦比的傲慢”。苹果的高管也因拒绝接受采访而受到中国官方媒体批评。

A recurring point of complaint was Apple’s use of “refurbished” parts for repairs – a common practice in its global maintenance programmes.

中国官方媒体不断强调的一点是，苹果在维修中使用“翻新”零部件——这在苹果全球维修方案中是一种普遍做法。

China’s quality inspection bureau said last week that Apple would face “severe repercussions” if it did not improve its warranties, while the Chinese Consumers' Association demanded an apology from the company. In one concession, Apple extended the warranty of any iPhone 4 or 4S repaired in the last year, something it does not offer elsewhere.

中国国家质检总局上周表示，如果苹果不改进保修政策，将予以“严肃处理”。与此同时，中国消费者协会要求苹果向中国消费者真诚道歉。作为妥协，苹果对曾在去年进行过维修的任何一部iPhone 4或iPhone 4S手机重新计算1年保修期——这种服务是它在其他地区不提供的。

Mr Cook also said in Monday's letter that Apple had improved its repair policies and training for its service providers in the country and would make it easier for customers to provide feedback. “We recognise that some people may have viewed our lack of communication as arrogant, or as a sign that we didn’t care about or value their feedback,” he wrote. “We sincerely apologise to our customers for any concern or confusion we may have caused.”

库克在周一的致消费者信中还表示，苹果已改进维修政策及对其在中国的授权服务提供商的培训，并将确保消费者能够便捷地联系苹果以反馈服务的相关问题。他在信中写到：“我们意识到，由于在此过程中对外沟通不足而导致外界认为Apple态度傲慢、不在意或不重视消费者的反馈。对于由此给消费者带来的任何顾虑或误会，我们表示诚挚的歉意。”

He added: “We recognise that we have much to learn about operating . . . in China.”

他补充道：“同时我们也意识到，关于在华运营……还有许多需要我们学习的地方。”

The webpage sets out in detail Apple’s warranty and maintenance policies for all of its products. It said that nearly 90 per cent of affected customers were satisfied with their repairs.

致消费者信页面详细列出了苹果对旗下所有产品的保修和维修政策。这封信还称，接近90%的顾客对苹果的维修服务表示满意。