Apple Chief Executive Tim Cook has apologised to his Chinese customers - in Chinese.
In a letter posted on Apple's website in China on Monday, after two weeks of attacks by government-run media, he has promised to revamp Apple's customer-service policies in the country .
The Wall Street Journal reported , "The apology underscores the increasing importance of the Chinese consumer in what has become the company's second-largest market."
Cook said in his letter that the company deeply reflected on recent "feedback" on its warranty policies and apologised for misunderstandings created by poor communication with consumers.
"We are aware that a lack of communications...led to the perception that Apple is arrogant and doesn't care or attach enough importance to consumer feedback,
"We express our sincere apologies for any concerns or misunderstandings this gave consumers."
The People's Daily newspaper last week ran a front-page article, reported by the Drum, accusing Apple of discriminating against customers in China.
The newspaper and China Central Television accused Apple of skirting warranty periods, adopting customer-service policies that discriminate against Chinese customers, and formulating an inadequate and arrogant response to the reports.
Cook said the company would amend its warranty policies for the iPhone 4 and 4S, streamline its customer feedback, give further training to Apple authorised resellers on warranty policy, and more clearly post its warranty policy on its website.
He added that about 90% of consumers had been satisfied with its earlier repair policy.
Last year Apple sales in China hit $23.8 billion,said the WSJ, representing 15% of Apple's total revenue and up more than $10 billion from 2011.
Cook visited China last year and then again in January to meet with government officials and give interviews with local media. At that time he . Cook said he expected China to eventually become Apple's largest market.
Cook's letter says Apple will extend warranties on repaired models of the iPhone 4 and 4S to one year for any phone repaired after April 1, 2012. The company will also now replace any broken iPhone 4 or 4S with a new phone.