( CNN ) -- Apple has published a letter to Chinese customers -- signed by CEO Tim Cook -- that addresses the growing controversy over the company 's warranty policies there . Posted to the Chinese version of Apple 's website on Monday , the letter ( Google translation ) discusses changes that Apple plans in China to offer better customer service . In addition to a clear statement on Apple 's website regarding its repair and warranty policies , Apple also plans to increase training for its staff and authorized resellers , and plans to improve how it handles iPhone 4 and 4S repairs . `` We are aware ... the lack of external communication in this process ... lead to the speculation that Apple is arrogant , does not care or does not attach importance to consumer feedback . We express our sincere apologies for any concerns or misunderstandings this gives consumers , '' reads a Google translation version of Cook 's letter . The letter comes about a week after Chinese state media began its open criticism of Apple and its response -- or lack thereof -- to warranty complaints . The People 's Daily even ran a front-page piece calling Apple `` arrogant '' in dealing with Chinese consumers , saying Apple ignored customers and offered sub-par customer service . But China is such an important market to Apple -- Cook wo n't stop talking about Apple 's growth in China during every quarter 's fiscal call -- that it 's no surprise Apple issued a public response . It will likely take several weeks ( if not months ) for changes in consumer perceptions of Apple to register . That said , Apple has encouraged Chinese consumers to get in touch with the company directly regarding issues with Apple retail stores or resellers . `` [ W ] e always harbor immense respect to China , the Chinese consumer is always the top priority of our hearts , '' Cook wrote . COPYRIGHT 2011 ARSTECHNICA.COM .
Apple CEO apologizes to Chinese customers . The company has been under fire for its handling of the iPhone 6 and 6S battery issues that have plagued many users in China since they were released last year. Chinese media had attacked Apple over warranty complaints .