蘋(píng)果CEO向中國(guó)消費(fèi)者道歉
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???? ????蘋(píng)果CEO蒂姆?庫(kù)克昨天在蘋(píng)果公司中國(guó)官方網(wǎng)站上刊登了一封致中國(guó)消費(fèi)者的道歉信。兩周前，中國(guó)中央電視臺(tái)3.15晚會(huì)職責(zé)蘋(píng)果在iPhone和iPad等產(chǎn)品的維修服務(wù)方面對(duì)中國(guó)消費(fèi)者實(shí)行低人一等的歧視性政策，《人民日?qǐng)?bào)》隨后連續(xù)發(fā)表評(píng)論跟進(jìn)，進(jìn)一步放大了針對(duì)蘋(píng)果的批評(píng)。 ????上周，中國(guó)政府資助的消費(fèi)者權(quán)益保護(hù)團(tuán)體、中國(guó)消費(fèi)者協(xié)會(huì)也出面喊話，要求蘋(píng)果公司公開(kāi)道歉。 ????庫(kù)克在道歉信的開(kāi)頭寫(xiě)道： ????“在過(guò)去的兩周里，我們收到了許多關(guān)于 Apple 在中國(guó)維修和保修政策的反饋。我們不僅對(duì)這些意見(jiàn)進(jìn)行了深刻的反思，與相關(guān)部門(mén)一起仔細(xì)研究了 “三包” 規(guī)定，還審視了我們維修政策的溝通方式，并梳理了我們對(duì) Apple 授權(quán)服務(wù)提供商的管理規(guī)范。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?！?/p> ????緊接著，道歉信重申了蘋(píng)果之前公布的退貨和維修服務(wù)政策，但是對(duì)涉及iPhone 4 和 4S兩款產(chǎn)品的部分作出了兩個(gè)關(guān)鍵性的修改。 ????自 2013 年 4 月起，Apple 將 iPhone 4 和 iPhone 4S 服務(wù)包升級(jí)為全部采用新部件的設(shè)備更換；同時(shí)，維修后的產(chǎn)品享有自更換之日起重新計(jì)算的 1 年保修期。 ????庫(kù)克的道歉信同時(shí)明確表示，蘋(píng)果在中國(guó)銷(xiāo)售的所有電腦，包括iPad，主要部件都享有2年的保修期。將iPad納入到“電腦”品類(lèi)是中國(guó)消費(fèi)者協(xié)會(huì)提出的另外一個(gè)要求，蘋(píng)果公司這次的舉動(dòng)可以看作是在中國(guó)市場(chǎng)做出的一個(gè)重大妥協(xié)。 ????道歉信的結(jié)尾寫(xiě)道： ????“衷心感謝大家給予我們的寶貴反饋，我們始終對(duì)中國(guó)懷有無(wú)比的敬意，中國(guó)的消費(fèi)者始終是我們心中的重中之重。” ????蒂姆?庫(kù)克 ????蘋(píng)果CEO |
????Two weeks after China's Central Television accused Apple (AAPL) of giving Chinese customers second-rate repair service on its iPhones and iPads -- a charge echoed and amplified by editorials in the People's Daily -- CEO Tim Cook posted a signed apology on Apple's Chinese-language website. ????A public apology was one of the demands made last week by the China Consumer's Association -- a government funded watchdog group. ????Cook's letter begins: ????"In the past two weeks, we have received a significant amount of feedback about our repair and warranty practices in China. We have thoughtfully considered the feedback, carefully reviewed the return, repair and replacement policies with regulators, and examined how we communicate our hardware warranties as well as manage our service provider compliance. 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. We sincerely apologize to our customers for any concern or confusion we may have caused." ????What follows seems to be a recapitulation of Apple's published return and repair policies with two key changes in Apple's coverage of the iPhone 4 and 4S: ????Henceforth, 1) all repairs in China will be made using new (not refurbished) parts and 2) the repaired phones will get new 1-year warranties from the date of repair. ????Cook's letter also clarifies that all Apple computers -- including iPads -- sold in China will come with 2-year warranties on major components. The inclusion of iPads under the "computer" umbrella was another of China's consumer association's demands and may be received in China as a significant concession. ????The letter ends: ????"We appreciate the feedback that we've received, and we have a tremendous respect for China. Our customers here will always be central to our thoughts." ????Tim Cook ????Apple CEO |
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