Apple CEO Tim Cook apologized in a formal letter sent to China,addrssing the growing controversy over the company's warranty polices there, CNN reported. Posted to China's Apple's website, Cook discussed the changes the company intends to make in order to offer better customer service, amd change the terms for some of its iPhones, which are sold, and many were reportedly defective in China.
Greater China is Apple's second-biggest and fastest-growing market, with sales up almost 40 percent to $6.8 billion in the final quarter of 2012, Reuters reported.
The Chinese were appreciative of the apology.
"The company's apology letter has eased the situation, softening the tense relationship between Apple and the Chinese market ... Its reaction is worth respect compared with other American companies," wrote popular tabloid the Global Times, published by Communist Party mouthpiece the People's Daily.
"We approve of what Apple said," foreign ministry spokesman Hong Lei told a daily news briefing on Tuesday.
Last week, the People's Daily issued a scathing editorial on Apple's return policy saying the popular smartphone maker was filled with "unparalleled arrogance."
Other foreign companies targeted by CCTV, such as fast food chain operator Yum Brands Inc, have also apologized and faced scrutiny from government agencies.
"They're out of the woods and into the weeds. Things will rarely be smooth for Apple in China - even if consumers love it there will always be factions in and out of government that are trying to take it down," said Michael Clendenin, managing director of technology consultancy RedTech Advisors.
"Apple made it easy this time, but they have learned to be more proactive. The next time they stumble, it will be easier to recover," he said.
