Apple humbled: chief executive says sorry to Chinese customers

Company apologises after being accused of 'Western superiority' and greed by state-run media

A Chinese woman listens to her iPhone outside an Apple reseller store in Beijing on April 2, 2013. Apple chief executive Tim Cook has apologised to Chinese consumers after the US technology g
(Image credit: 2013 AFP)

APPLE has publicly apologised to Chinese consumers after the country's state-run media attacked the computer giant for its "incomparable arrogance", greed and indifference.

The company published a letter to customers on its website - written in Chinese - from chief executive Tim Cook in the wake of a two-week campaign protesting at Apple's warranty policies, reports the BBC.

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