Apple Apology in China a Rite of Passage for Foreign Brands
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Apple Inc. Chief Executive Officer Tim Cook apologized to Chinese consumers after two weeks of being lambasted by state-run media for arrogance and poor customer service. The company’s offense? It failed to replace the back covers of iPhones after repairing electronics inside.
Corporate mea culpas have become a rite of passage for international companies criticized by China Central Television, including Volkswagen AG, Carrefour SA and Yum! Brands Inc.