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Apple products have gained huge popularity in China over recent
years. Iphones and ipads are the "must-have" accessory, particularly in
urban areas while the company’s stores are often overflowing with
customers trying out the latest gadgets.
But there’s now a scandal brewing over Apple’s warranty and repair
policy, and concern that Chinese consumers are being given a rough ride.
In a recent interview, Apple CEO Tim Cook said China will soon become Apple’s biggest market.
For Apple, business must stay business
Apple Inc has been having a hard time in China since China Central
Television (CCTV) revealed on March 15 that the technology giant
allegedly applies a different service policy to Chinese consumers than
in other countries and regions. A wave of onslaught has surged in
Chinese State media in the past few days, with Chinese authorities
ordering the company to change its policies or face punishment according
to Chinese regulations.
However, many Chinese fans have shown
their loyalty toward Apple, allying with some foreign media outlets in
saying that this is a "well-coordinated" campaign led by the Chinese
government to pinch the US company. It is also said that Apple is merely
the victim of China's vengeance against the US government's treatment
of Chinese telecom giants. China's Huawei and ZTE have long been
restricted in the US markets under security and other accusations.
The
drama began as a typical business incident, as CCTV did not only point
its finger at Apple in its March 15 exposé. It is no good for either
side that the issue is gradually turning political.
Generally
speaking, CCTV's annual showcase program on World Consumer Rights Day
has played a positive role in digging out business scandals. It is also
the reason why the program has remained influential among Chinese
viewers for a long time.
Had Apple been more sincere in its
response to the criticism, the result could have been different. The
statement Apple made right after the CCTV exposé was very different with
that of other multinational companies who were also reported to have
consumer rights issues. With the sheer weight of the company behind it,
Apple's detached tone could easily be seen as proof of arrogance.
Apple
has won respect from Chinese consumers with its perseverance in
developing leading technologies and styles. But the company is not
impeccable. Like its continuing stride in exploring for technological
breakthroughs, the company also needs to keep working hard to raise its
service quality.
Apple should not follow the media speculation
and consider itself the target of political persecution. As for its fans
in China, if they do love this brand, they should let the truth emerge
instead of joining the speculations.
If the issue developed into
a head-on confrontation between Apple and the Chinese authorities, the
US company will never be a winner, nor will China necessarily do well.
Of course, Apple will suffer the most, as its products are already
facing increasing competition in China.
It will be wise for Apple not to entangle itself into political debates. For Apple, it is still a matter of business. - Global Times
Why call US tech giant rotten Apple?
State broadcaster Central China Television (CCTV) took the first bite. The
People's Daily followed, and now others like
Guangming Daily and
The Global Times have joined the fray.
China's state media has been piling the pressure on Apple since the
American tech giant was criticised during CCTV's annual show on March 15
to mark World Consumer Day.
This week alone, the
People's Daily has run articles four days in a row to lash out at Apple for allegedly discriminating against its customers in China.
"Why is it that Apple is so incredibly brazen and arrogant in China when
it doesn't dare to be so in the United States and other countries?"
asked a commentator in the
People's Daily, the mouthpiece of the Communist Party. It also likened Apple to a wolf pretending to be innocent.
Many observers are wondering about the real reasons behind the coordinated media attacks.
Could China be retaliating against the difficulties faced by its tech
behemoth Huawei in the US? Or is it Apple's lack of advertisements in
the state media?
"I wish I knew," Bill Bishop, a Beijing-based analyst and founder of
The Sinocism China Newsletter, told
The Straits Times.
There are some who say there is nothing more to it than Apple behaving badly.
"When it comes to China, a market with great potential, Apple has taken
advantage of its fans' crazy enthusiasm by using incredulous sales
tactics," wrote blogger Shu Shusi, a frequent commentator on consumer
issues.
Not only are iPhones released later and sold at a higher price in China
than elsewhere, their after- sales service is bad too, he added.
Apple might also have violated Chinese regulations, noted others. CCTV
on Wednesday said consumers had complained that Apple offered only a
one-year warranty for its MacBook Air in China, when the country's rules
mandate a two-year warranty for the main laptop parts.
Then there is the sense that Apple needed to be taught a lesson for not being contrite enough.
"Errant companies" featured on CCTV's 315 Evening Gala, like Chinese net
firm Netease, had been quick to apologise and make peace. But Apple
insisted that its China customers enjoy the highest service standards.
Some wonder whether the attacks are just a case of tit-for-tat.
A US Congressional report last October accused Huawei of being a security threat.
"Just as the US attacked Huawei, China is taking it out on Apple in revenge," claimed "Blank Neo" on his Sina Weibo microblog.
Another possible explanation could be Beijing's unease with the wide usage of iPhones in China.
"There is a serious official desire for an indigenous mobile operating system," noted Bishop.
Also, the iPhone's operating system may be seen as a foreign security
threat as it is a closed one and not easily monitored. The Android
operating system, in contrast, is open and thus less of a threat, say
observers.
The attacks could be a way of attracting eyeballs, suggested a consumer rights advocate.
"Apple has a huge customer base in China. Its news value is high," Wang Hai said.
What can Apple do to stop the rash of attacks?
Said Bishop: "I expect Apple to have to change its policies, express
public contrition, and then this particular storm will blow over.
"They may also need to buy some ads on CCTV, as (search engine) Baidu
and many other Chinese firms who have been on the receiving end did."
By Ho Ai Li
