蘋(píng)果向中國(guó)消費(fèi)者致歉

Apple has given in to intense pressure from Chinese state media about its customer service practices, apologising to consumers in its second-largest market.

面對(duì)中國(guó)官方媒體對(duì)其客戶(hù)服務(wù)政策的巨大壓力，蘋(píng)果(Apple)屈服了，它向自己第二大市場(chǎng)上的消費(fèi)者做出了道歉。

In a notice on Apple’s Chinese homepage , chief executive Tim Cook admitted that a lack of external communication had led to a perception that Apple was “arrogant” and did not value consumer feedback. He made “sincere apologies” for what he called “misunderstandings” and stressed Apple's “immense respect” for China.

在蘋(píng)果中國(guó)大陸官方網(wǎng)站主頁(yè)上發(fā)表的致消費(fèi)者信中，蘋(píng)果首席執(zhí)行官蒂姆•庫(kù)克(Time Cook)承認(rèn)，對(duì)外溝通不足而導(dǎo)致外界認(rèn)為蘋(píng)果態(tài)度“傲慢”、不在意或不重視消費(fèi)者的反饋。他對(duì)所謂的“誤會(huì)”表示“誠(chéng)摯的歉意”，并強(qiáng)調(diào)蘋(píng)果對(duì)中國(guó)懷有“無(wú)比的敬意”。

The Chinese media attacks began in mid-March, when a flagship news show on China Central Television accused Apple of discriminating against Chinese customers with its after-sales service.

中國(guó)官方媒體對(duì)蘋(píng)果的攻擊始于今年3月中旬。當(dāng)時(shí)，中國(guó)中央電視臺(tái)(CCTV)的一檔黃金新聞節(jié)目指責(zé)蘋(píng)果的售后服務(wù)政策歧視中國(guó)顧客。

Complaints by celebrities and other prominent bloggers accompanied the broadcast. The apparently co-ordinated campaign prompted derision of CCTV by some internet users in China, who questioned the broadcaster’s motives.

節(jié)目播出的同時(shí)，一些名人和知名博主也表達(dá)了對(duì)蘋(píng)果的不滿。這種明顯經(jīng)過(guò)協(xié)調(diào)的行動(dòng)導(dǎo)致中國(guó)網(wǎng)民紛紛嘲諷央視的做法，他們對(duì)央視此舉的動(dòng)機(jī)提出了質(zhì)疑。

At the time, Apple denied that its warranties and customer service in China were any different than in other countries. Yet Chinese state media outlets persisted with prominent coverage lambasting Apple for being “greedy” and “incomparably arrogant”. Apple’s executives were also criticised for not granting interviews.

當(dāng)時(shí)，蘋(píng)果否認(rèn)其在中國(guó)的保修和客戶(hù)服務(wù)政策與其在其他國(guó)家的政策有任何不同。然而，中國(guó)官方媒體窮追不舍，持續(xù)高調(diào)炮轟蘋(píng)果，稱(chēng)其“貪婪”、并且“無(wú)與倫比的傲慢”。蘋(píng)果的高管也因拒絕接受采訪而受到中國(guó)官方媒體批評(píng)。

A recurring point of complaint was Apple’s use of “refurbished” parts for repairs – a common practice in its global maintenance programmes.

中國(guó)官方媒體不斷強(qiáng)調(diào)的一點(diǎn)是，蘋(píng)果在維修中使用“翻新”零部件——這在蘋(píng)果全球維修方案中是一種普遍做法。

China’s quality inspection bureau said last week that Apple would face “severe repercussions” if it did not improve its warranties, while the Chinese Consumers' Association demanded an apology from the company. In one concession, Apple extended the warranty of any iPhone 4 or 4S repaired in the last year, something it does not offer elsewhere.

中國(guó)國(guó)家質(zhì)檢總局上周表示，如果蘋(píng)果不改進(jìn)保修政策，將予以“嚴(yán)肅處理”。與此同時(shí)，中國(guó)消費(fèi)者協(xié)會(huì)要求蘋(píng)果向中國(guó)消費(fèi)者真誠(chéng)道歉。作為妥協(xié)，蘋(píng)果對(duì)曾在去年進(jìn)行過(guò)維修的任何一部iPhone 4或iPhone 4S手機(jī)重新計(jì)算1年保修期——這種服務(wù)是它在其他地區(qū)不提供的。

Mr Cook also said in Monday's letter that Apple had improved its repair policies and training for its service providers in the country and would make it easier for customers to provide feedback. “We recognise 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,” he wrote. “We sincerely apologise to our customers for any concern or confusion we may have caused.”

庫(kù)克在周一的致消費(fèi)者信中還表示，蘋(píng)果已改進(jìn)維修政策及對(duì)其在中國(guó)的授權(quán)服務(wù)提供商的培訓(xùn)，并將確保消費(fèi)者能夠便捷地聯(lián)系蘋(píng)果以反饋服務(wù)的相關(guān)問(wèn)題。他在信中寫(xiě)到：“我們意識(shí)到，由于在此過(guò)程中對(duì)外溝通不足而導(dǎo)致外界認(rèn)為Apple態(tài)度傲慢、不在意或不重視消費(fèi)者的反饋。對(duì)于由此給消費(fèi)者帶來(lái)的任何顧慮或誤會(huì)，我們表示誠(chéng)摯的歉意。”

He added: “We recognise that we have much to learn about operating . . . in China.”

他補(bǔ)充道：“同時(shí)我們也意識(shí)到，關(guān)于在華運(yùn)營(yíng)……還有許多需要我們學(xué)習(xí)的地方。”

The webpage sets out in detail Apple’s warranty and maintenance policies for all of its products. It said that nearly 90 per cent of affected customers were satisfied with their repairs.

致消費(fèi)者信頁(yè)面詳細(xì)列出了蘋(píng)果對(duì)旗下所有產(chǎn)品的保修和維修政策。這封信還稱(chēng)，接近90%的顧客對(duì)蘋(píng)果的維修服務(wù)表示滿意。