Apple learns a lesson in China
Volkswagen recently responded to an accusation on a CCTV consumer rights programme that it sold cars with faulty gearboxes by promptly recalling nearly 400,000 vehicles. On the same show Apple was criticised for having inferior after-sales service for Chinese customers. If it had followed the VW example and acted on the complaints instead of being defensive, it would have spared itself attacks from the state, climaxing in accusations in People's Daily of dishonesty, greed and arrogance. Now it has apologised and doubled the warranty for Chinese customers to two years.
Such is the computer-maker's brand image that the climbdown is unlikely to hurt its sales in its second-biggest market. In fact, sympathetic microbloggers have compared state media's pursuit of Apple with its silence on pollution and food-safety scandals. But speaking out would mean criticising the government. Only five years ago it would have been equally unthinkable for Chinese media to single out a multinational company for such criticism. The need for foreign investment prevailed and the country projected an open-door image.