Tim Cook苹果官网致歉信

4月1日消息，在315过去两周左右时间里，围绕着苹果iPhone的保修问题一直是广大消费者和各大媒体关注的焦点。今天苹果官网发布了一封苹果CEO Tim Cook致中国消费者的信。信中表示，苹果针对售后实施了四项重点改进，其中包括对iPhone 4和iPhone 4S维修政策的调整。由于iPhone5一体化程度更高，机身和后壳无法分离，所以苹果此前一直采用整机更换的维修方式，更换过的手机保修期按照一年重新计算。以下是苹果官方发布的信函全文：
（小编：从未想过傲慢与偏见会在苹果和中国消费者之间上演，不过苹果资产的缩水那是真金白银的，还有，为什么选择在愚人节道歉呢？）
Here is the translated excerpt:
以下是苹果官方发布的信函全文（中英对照）：
Dear Chinese consumers:
致尊敬的中国消费者：
Over the past two weeks we have been receiving lot of feedback about Apple’s repair and warranty policy in China. We have thought deeply about those points of view and together with the relevant government departments carefully studied our “Three Guarantees” policy. We have also reviewed how we communicate about our maintenance policy and checked our management of our Apple authorized service providers. We are aware that a lack of communication during this process has 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.
在过去的两周里，我们收到了许多关于Apple在中国维修和保修政策的反馈。我们不仅对这些意见进行了深刻的反思，与相关部门一起仔细研究了 “三包” 规定，还审视了我们维修政策的沟通方式，并梳理了我们对Apple授权服务提供商的管理规范。我们意识到，由于在此过程中对外沟通不足而导致外界认为Apple态度傲慢，不在意或不重视消费者的反馈。对于由此给消费者带来的任何顾虑或误会，我们表示诚挚的歉意。
In order to further improve our level of service, we are implementing the following four major adjustments:
为了进一步提高服务水平，我们正在实施以下四项重大调整：
[We will] improve the repair policy for the iPhone 4 and iPhone 4S.
改进iPhone 4和iPhone 4S维修政策
[We will] provide a concise and clear repair and warranty policy statement on Apple’s official website.
在Apple官方网站上提供简洁清晰的维修和保修政策说明
[We will] increase the supervision and training given to Apple’s authorized service providers.
加大力度监督和培训Apple授权服务提供商
[We will] make sure that consumers can easily contact Apple for feedback on our service and other related issues.
确保消费者能够便捷地联系Apple以反馈服务的相关问题
At the same time, we also realize that operating in China, and communicate much we need to learn the place. Here, we assure you, Apple for the commitment and enthusiasm indistinguishable from other countries. Bring the best user experience for consumers and satisfactory service is our ideals, our commitment, and it has been deeply rooted in Apple’s corporate culture. We will make unremitting efforts to achieve this goal.
同时我们也意识到，关于在华运营和沟通还有许多需要我们学习的地方。在此，我们向大家保证，Apple对于中国的承诺和热情与其他国家别无二致。为消费者带来最佳用户体验及满意的服务是我们的理想，更是我们的承诺，它已深深植根于Apple的公司文化之中。我们会不懈努力，以实现这一目标。
Now, all consumers can see on our site clear and comprehensive maintenance and warranty policy terms and conditions.
现在，所有消费者都可以在我们的网站上看到清晰而全面的维修和保修政策条款。
We are pleased to provide consumers with information who wish to learn more about the after-sales service. For example, we have been to provide 2 year warranty for the MacBook Air and Mac computer motherboards and other major components. Likewise, the the iPad main components has been entitled to a 2-year warranty period, and other components for 1 year warranty.
我们很乐意向希望进一步了解售后服务的消费者提供信息。例如，我们一直为 MacBook Air 和其他 Mac 电脑的主板和其他主要部件提供 2 年保修期。同样地，iPad 主要部件一直享有 2 年保修期，其他部件享有 1 年保修期。
We realize that our site before this is not clearly stated policy. Hope the following will answer all the questions about Apple provides services.
我们意识到，我们的网站在此之前没有清晰地阐明这些政策。希望以下内容能够解答有关Apple所提供服务的一切疑问。
Apple is to make greater efforts to ensure that Apple Authorized Service Provider to follow our policies, and make every effort to provide consumers with the highest quality service.
Apple正在做出更大的努力，以确保Apple授权服务提供商遵循我们的政策，并尽力为消费者提供最高品质的服务。
Week since March 18, 2013, we made a new training materials for all Apple Authorized Service Provider to ensure that each staff provide services for Apple products is not only familiar with our policies, but also to grasp three guarantees “provisions and related policies. The same time, we have taken the initiative through face-to-face meetings and other forms of verification and to ensure that each Apple Authorized Service Provider have opened training courses to update the knowledge of the staff for the maintenance and warranty policies. We will make unremitting efforts and continuous monitoring of the performance of the Apple Authorized Service Provider to ensure that consumers can get the highest quality service.
自2013年3月18日起一周内，我们给中国的所有Apple授权服务提供商下发了新的培训材料，以确保每个为Apple产品提供服务的相关人员不仅熟知我们的政策，也掌握 “三包” 规定及相关政策。同时，我们已主动通过面对面会谈等形式，核实并确保每个Apple授权服务提供商都已开设了培训课程，更新了员工对于维修和保修政策的知识。我们将不懈努力，持续监督Apple授权服务提供商的表现，以确保消费者能得到最高品质的服务。
Now, the feedback service-related issues is also very convenient.
现在，反馈服务的相关问题也非常便捷。
As the consumers of the services provided by any Apple Store retail store or an Apple authorized service provider doubt, to Welcome www.apple.com.cn/support/service/feedback/ directly get in touch with us. Our goal is to consumers where to buy Apple products or receive services, users can enjoy world-class experience.
如消费者对任何AppleStore 零售店或Apple授权服务提供商所提供的服务有疑问，欢迎访问 www.apple.com.cn/support/service/feedback/ 直接与我们取得联系。我们的目标是，无论消费者从哪里购买到Apple产品或接受服务，都能享受到世界一流的用户体验。
We give our heartfelt thank you to everyone for giving us valuable feedback. We always bear immense respect for China and the Chinese consumer is always our top priority.
衷心感谢大家给予我们的宝贵反馈，我们始终对中国怀有无比的敬意，中国的消费者始终是我们心中的重中之重。
Tim Cook
Apple CEO
（实习编辑：于晓伟）