Apple should upgrade after-sale services in China  

蘋果致歉挽救聲譽 融入中國市場尚需改進

在央視“3·15”晚會曝光蘋果售后服務“中外雙重標準”后，面對消費者、市場監管部門和媒體的密集質疑，蘋果CEO庫克4月1日發布向中國消費者的致歉信，并承諾改進維修政策。

Beijing (CNS) -- Apple should improve its services to better integrate into the market in China, according to iResearch, a professional market research and consulting company in China.

On Monday, Apple CEO Tim Cook issued an apology letter, written in Chinese and posted on Apple's corporate site in China, in which the company promised to improve its customer support and warranty policies in China.

The incident will not affect market shares or sales volumes of Apple products directly, but it reflects problems in the management of Apple's business in China, said Wang Ying, an analyst at iResearch, on Tuesday. These problems are expected to influence Apple's competitiveness in the Chinese market in the long term, Wang added.

In China, Apple has focused more on the business of its direct-sales stores, and overlooked its cooperation with local operators, Wang said.

Apple's after-sale services in China also lack timely feedback to customer demands.

The localization process of the company's research and development has been slower than at its peer companies, such as Samsung.

Apple should optimize its business management in China, and upgrade its after-sale services, in order to improve its competitiveness in the Chinese market, Wang added.