Tim Cook apologizes to China

The CEO of Apple published a letter on the company's Chinese website, asking for apology to Chinese consumers, in response to a barrage of criticism that emerged in the media in China, accusing Apple of poor quality of service and after-sales coverage the warranty of the equipment.

In the letter, Tim Cook presents “sincere apologies "laments the" lapse "and stresses the "great respect" for China, which is after all the second largest user of apple products.

"We recognize that some people may have seen our communication failure as a sign of arrogance. We apologize sincerely. We recognize that we have much to learn about work and communicate in China. But we guarantee that the commitment and passion we have in China is the same as we have anywhere in the world, "writes CEO.

The apologies come after a chorus of criticism, some incisive media controlled by the Chinese Communist Party, which joined the very Government with an affirmation, timely, on the pretense of tightening supervision over contracts with manufacturers of electronic products.

In one of the reports said that the Apple discriminates against Chinese consumers, considering them less important than Westerners, while another piece criticizing the "bad service" to customers. The various works displayed not spared Apple, in a move that many perceive to be excessive and have the sole purpose to hurt the company's image. Some analysts also argue that this is an attempt by the Chinese government to "destroy" Apple, in defense of Asian manufacturers, such as Lenovo, Huawei and ZTE.

The agency responsible for market surveillance has threatened the company of “severe consequences "if the service is not improved. In response, the multinational has extended the term of the warranty of the iPhone 4 and 4s that have been repaired in 2012.

This is the second apology to Tim Cook runs Apple since (the first had to do with the Apple Maps ), a clear demonstration that attitude the importance the U.S. attaches to the Chinese market, which last year accounted for 15 percent of sales of all the company's gadgets.