Apple Inc. (NASDAQ:AAPL)’s CEO Tim formally apologized in a letter today for misunderstandings over company’s warranty policies in China, and announced improved services in the region after more than two weeks of pointed attacks by government-run media

Signed by Cook, Apple Inc. (NASDAQ:AAPL) published this letter on its website in China in which he openly apologizes for the appearance that the company did not care about feedback from its Chinese consumers. Cook also discusses revamped services to Apple’s Chinese customers  and promises to improve the repair policy on the iPhone 4 and iPhone 4S.

Tim cook

“We are aware that a lack of communications…led to the perception that Apple Inc. (NASDAQ:AAPL) is arrogant and doesn’t care or attach enough importance to consumer feedback,” Mr. Cook said, according to the letter. “We express our sincere apologies for any concerns or misunderstandings this gave consumers.”

The apology came after an open criticism on Apple’s poor service publised by People’s Daily, the official newspaper of the Chinese Communist Party. According to Bloomberg, China’s central government also said it planned to increase scrutiny of contracts with electronics makers, according to the official Xinhua News Agency.

“At Apple,” the CEO said, “we strive to make world-class products that deliver the best experience possible to our customers. With the launch of our new Maps last week, we fell short on this commitment. We are extremely sorry for the frustration this has caused our customers and we are doing everything we can to make Maps better.”

Being the second largest market after the U.S for Apple Inc. (NASDAQ:AAPL), China accounts for a major share of Apple’s each quarter’s revenue every year. Last year, the region accounted for $6.83 billion in sales during the fiscal first quarter, which ended in December. Apple Inc. (NASDAQ:AAPL) may also potentially compete with its rival smartphone maker Samsung Electronics Co., Ltd. (LON:BC94) (KRX:005930) in Chine.

Apple Inc. (NASDAQ:AAPL)’s share fell 1.8 percent to $434.54 at 12:07 p.m. in New York.