Apple apologises to China consumers

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Apple chief executive Tim Cook has apologised to Chinese consumers after the US technology giant was subjected to a barrage of criticism in state-run media over alleged "arrogance" and double standards.

China is Apple's second-biggest market, and its iPhones and other products -- many of them made in the country -- are highly popular, although it faces fierce competition from South Korea's Samsung.

State media, particularly the People's Daily, the Communist Party's mouthpiece, carried attacks on Apple over its customer service and returns policies over several days, although some users expressed support for the firm Tuesday.

In a Chinese-language letter to "respected Chinese consumers" issued on the company's website late Monday, Cook said Apple had "profoundly reflected on the opinions" expressed over its policies in the country.

"We realised that the lack of external communication during the process has led the outside world to think that Apple was arrogant and did not care or paid no attention to consumers' feedback," he said.

"We sincerely apologise for any concerns or misunderstanding this has caused to consumers."

Cook, who took over as Apple's CEO from founder Steve Jobs in August 2011, added that the firm had "many things we have to learn" in terms of operating and communicating in China and will revise some warranty policies.

Apple will provide new components, including new back covers, when replacing any parts of iPhone 4 and iPhone 4S models that break down, he said.