A two-week long Chinese media campaign had focused on Apple's repair policies.

 

A statement on Apple's China website said "misunderstandings" may have led to the perception "Apple's attitude was arrogant²" towards Chinese customers.

 

Mr Cook promised to improve the repair policy on the iPhone 4 and iPhone 4S, and to improve warranty³ information.

 

"We are aware that a lack of communications... led to the perception Apple's attitude was arrogant and that we do not care and attach importance to consumer feedback," Mr Cook wrote. "We express our sincere apologies for any concerns or misunderstandings this gave consumers."

 

Apple said it would enhance communication with Chinese consumers and strengthen oversight⁴ of authorised resellers. 

 

Earlier this year, Mr Cook said he expected China to replace North America as Apple's largest source of revenue.

 

China is currently Apple's second-largest market, with more than 17,000 outlets⁵ selling its products. 

 

The company says it has eight stores in mainland China, with another three in Greater China, which includes Hong Kong.

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