Apple CEO Tim Cook apologized for the iPhone warranty and repair policies in China after criticism over customer service in its second-largest market, accounting for $22.5 billion in sales in the 2012 fiscal year.
Apple is changing its practices to offer replacements of older iPhones experiencing problems, Cook said in a letter posted on the company’s Chinese website. Apple also vowed to improve training, customer service and monitoring of stores authorized to sell its products in China.
“In the process of studying the issues, we recognize 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,” Cook said. “We sincerely apologize to our customers for any concern or confusion we may have caused.
Apple shares fell $13.75, to $428.91, Monday.