蘋果向中國消費者致歉

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

面對中國官方媒體對其客戶服務政策的巨大壓力，蘋果(Apple)屈服了，它向自己第二大市場上的消費者做出了道歉。

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.

在蘋果中國大陸官方網站主頁上發(fā)表的致消費者信中，蘋果首席執(zhí)行官蒂姆•庫克(Time Cook)承認，對外溝通不足而導致外界認為蘋果態(tài)度“傲慢”、不在意或不重視消費者的反饋。他對所謂的“誤會”表示“誠摯的歉意”，并強調蘋果對中國懷有“無比的敬意”。

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.

中國官方媒體對蘋果的攻擊始于今年3月中旬。當時，中國中央電視臺(CCTV)的一檔黃金新聞節(jié)目指責蘋果的售后服務政策歧視中國顧客。

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，一些名人和知名博主也表達了對蘋果的不滿。這種明顯經過協(xié)調的行動導致中國網民紛紛嘲諷央視的做法，他們對央視此舉的動機提出了質疑。

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.

當時，蘋果否認其在中國的保修和客戶服務政策與其在其他國家的政策有任何不同。然而，中國官方媒體窮追不舍，持續(xù)高調炮轟蘋果，稱其“貪婪”、并且“無與倫比的傲慢”。蘋果的高管也因拒絕接受采訪而受到中國官方媒體批評。

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

中國官方媒體不斷強調的一點是，蘋果在維修中使用“翻新”零部件——這在蘋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.

中國國家質檢總局上周表示，如果蘋果不改進保修政策，將予以“嚴肅處理”。與此同時，中國消費者協(xié)會要求蘋果向中國消費者真誠道歉。作為妥協(xié)，蘋果對曾在去年進行過維修的任何一部iPhone 4或iPhone 4S手機重新計算1年保修期——這種服務是它在其他地區(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.”

庫克在周一的致消費者信中還表示，蘋果已改進維修政策及對其在中國的授權服務提供商的培訓，并將確保消費者能夠便捷地聯(lián)系蘋果以反饋服務的相關問題。他在信中寫到：“我們意識到，由于在此過程中對外溝通不足而導致外界認為Apple態(tài)度傲慢、不在意或不重視消費者的反饋。對于由此給消費者帶來的任何顧慮或誤會，我們表示誠摯的歉意。”

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

他補充道：“同時我們也意識到，關于在華運營……還有許多需要我們學習的地方。”

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.

致消費者信頁面詳細列出了蘋果對旗下所有產品的保修和維修政策。這封信還稱，接近90%的顧客對蘋果的維修服務表示滿意。