Improved iPhone 4 and iPhone 4S repair policy Providing concise, clear information regarding the official repair and warranty policies on Apple's Web site Improving supervision of training of Apple Authorized Service Providers Improving related issues to ensure consumers can easily contact Apple Feedback ServiceThe letter implies the fault lies more with communication with customers and states, "We realize that we have much to learn" about communication issues specific to China. The letter emphasizes that Apple is deeply committed to its customers in China as it is in all other countries in which it operates and will be unremitting in its efforts to bring Chinese customers the same high degree of satisfaction.
iPhone 4 and iPhone 4S Repair Policy ImprovementsThe letter outlines the current repair policy and newly implemented improvements, including making it easier for customers to replace an entire device. The new policy affects current owners. At the same time, the letter points out that 90% of its customers expressed satisfaction with its existing repair services.
Maintenance Agreement Posted on Apple's Web SiteThe letter says that the policies are now clearly stated on the Web site. "We realize that our site before did not state this policy clearly. Hope [the updates] will answer all the questions about how Apple provides services."
Renewed Oversight of Apple's Authorized Service ProvidersThe letter states that beginning March 18, Apple supplied new training materials to its service providers. At the same time, "we have taken the initiative through face-to-face meetings and other forms of verification 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 Providers to ensure that consumers can get the highest quality service."
Feedback-Related IssuesThe letter says Apple welcomes customer feedback at any of its outlets, including stores and its Web site, www.apple.com.cn/support/service/feedback/. The letter concludes with a "heartfelt thank you" for the feedback the company had received. "[W]e always harbor immense respect for China; the Chinese consumer is always the top priority of our hearts." The letter is signed: "Tim Cook
Apple CEO" -- Written by Chris Ciaccia in New York Contact by Email. Follow @Commodity_Bull