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The Boston Globe

Business

Apple apologizes on customer service in China

Company promises improvements in its warranty policies

SHANGHAI — Apple’s chief executive, Tim Cook, took the unusual step Monday of apologizing to Chinese customers for the company’s warranty policy and said he would improve customer service in the country.

Apple’s apology late Monday was the latest twist in a strange spectacle that has unfolded in recent weeks in China over Apple’s warranty policies, underscoring the challenges the company is facing as the country becomes an important market for its products.

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