苹果CEO蒂姆•库克昨天在苹果公司中国官方网站上刊登了一封致中国消费者的道歉信。两周前，中国中央电视台3.15晚会职责苹果在iPhone和iPad等产品的维修服务方面对中国消费者实行低人一等的歧视性政策，《人民日报》随后连续发表评论跟进，进一步放大了针对苹果的批评。

    上周，中国政府资助的消费者权益保护团体、中国消费者协会也出面喊话，要求苹果公司公开道歉。

    库克在道歉信的开头写道：

    “在过去的两周里，我们收到了许多关于 Apple 在中国维修和保修政策的反馈。我们不仅对这些意见进行了深刻的反思，与相关部门一起仔细研究了 “三包” 规定，还审视了我们维修政策的沟通方式，并梳理了我们对 Apple 授权服务提供商的管理规范。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。”

    紧接着，道歉信重申了苹果之前公布的退货和维修服务政策，但是对涉及iPhone 4 和 4S两款产品的部分作出了两个关键性的修改。

    自 2013 年 4 月起，Apple 将 iPhone 4 和 iPhone 4S 服务包升级为全部采用新部件的设备更换；同时，维修后的产品享有自更换之日起重新计算的 1 年保修期。

    库克的道歉信同时明确表示，苹果在中国销售的所有电脑，包括iPad，主要部件都享有2年的保修期。将iPad纳入到“电脑”品类是中国消费者协会提出的另外一个要求，苹果公司这次的举动可以看作是在中国市场做出的一个重大妥协。

    道歉信的结尾写道：

    “衷心感谢大家给予我们的宝贵反馈，我们始终对中国怀有无比的敬意，中国的消费者始终是我们心中的重中之重。”

    蒂姆•库克

    苹果CEO

    Two weeks after China's Central Television accused Apple (AAPL) of giving Chinese customers second-rate repair service on its iPhones and iPads -- a charge echoed and amplified by editorials in the People's Daily -- CEO Tim Cook posted a signed apology on Apple's Chinese-language website.

    A public apology was one of the demands made last week by the China Consumer's Association -- a government funded watchdog group.

    Cook's letter begins:

    "In the past two weeks, we have received a significant amount of feedback about our repair and warranty practices in China. We have thoughtfully considered the feedback, carefully reviewed the return, repair and replacement policies with regulators, and examined how we communicate our hardware warranties as well as manage our service provider compliance. In the process of studying the issues, we recognize 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. We sincerely apologize to our customers for any concern or confusion we may have caused."

    What follows seems to be a recapitulation of Apple's published return and repair policies with two key changes in Apple's coverage of the iPhone 4 and 4S:

    Henceforth, 1) all repairs in China will be made using new (not refurbished) parts and 2) the repaired phones will get new 1-year warranties from the date of repair.

    Cook's letter also clarifies that all Apple computers -- including iPads -- sold in China will come with 2-year warranties on major components. The inclusion of iPads under the "computer" umbrella was another of China's consumer association's demands and may be received in China as a significant concession.

    The letter ends:

    "We appreciate the feedback that we've received, and we have a tremendous respect for China. Our customers here will always be central to our thoughts."

    Tim Cook

    Apple CEO