蒂姆?庫(kù)克致歉奏效，蘋果在華贏得尊重
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????過(guò)去兩周以來(lái),，國(guó)內(nèi)的平面媒體和廣播媒體都對(duì)蘋果公司（Apple）進(jìn)行了強(qiáng)烈的抨擊，譴責(zé)它貪婪,、不誠(chéng)實(shí)和“無(wú)與倫比的傲慢”,；周二，這些媒體用大量篇幅引用了蘋果CEO蒂姆?庫(kù)克向中國(guó)消費(fèi)者發(fā)出的公開(kāi)道歉信,。
????《環(huán)球時(shí)報(bào)》（the Global Times）發(fā)表文章指出，“蘋果公司的道歉信讓局勢(shì)得到了緩解,，使蘋果與中國(guó)市場(chǎng)的緊張關(guān)系有所改善,。在這一點(diǎn)上，蘋果公司比有些美國(guó)公司更值得尊重,?！?/p>
????路透社（Reuters）報(bào)道稱，中國(guó)外交部（The Foreign Ministry）對(duì)蘋果“認(rèn)真”回應(yīng)消費(fèi)者的需求表示贊揚(yáng),。外交部發(fā)言人洪磊在例行記者會(huì)上稱：“我們認(rèn)可蘋果公司的道歉”,。
????但是，許多批評(píng)人士指出,，庫(kù)克的道歉信和對(duì)蘋果在華維修政策的調(diào)整是嚴(yán)重的錯(cuò)誤,。他們認(rèn)為，如果史蒂夫?喬布斯在世,，他絕對(duì)不會(huì)因?yàn)槭酆蠓?wù)道歉,，因?yàn)樘O果的大多數(shù)中國(guó)消費(fèi)者知道，蘋果的售后服務(wù)是首屈一指的,。
????但是,，喬布斯從未來(lái)過(guò)中國(guó),。而庫(kù)克打造了蘋果在亞洲的供應(yīng)鏈，對(duì)于如何處理遠(yuǎn)東地區(qū)復(fù)雜的正式關(guān)系,，他心里更有數(shù),。
????更換問(wèn)題iPhone手機(jī)部件，或者延長(zhǎng)保修期,，并不會(huì)花費(fèi)蘋果太多資金,，這么做主要是為了滿足中國(guó)國(guó)家媒體。
????“真誠(chéng)地道歉”以及道歉信中的措辭（如下文）,，并不會(huì)讓庫(kù)克有所損失：
????“我們意識(shí)到,，關(guān)于在華運(yùn)營(yíng)和溝通工作，還有許多需要我們學(xué)習(xí)的地方,。在此,，我們向大家保證，蘋果對(duì)于中國(guó)的承諾和熱情與其他國(guó)家別無(wú)二致,。為消費(fèi)者帶來(lái)最佳用戶體驗(yàn)及滿意的服務(wù),，是我們的理想，更是我們的承諾,，它已深深植根于蘋果的公司文化之中,。我們會(huì)不懈努力，以實(shí)現(xiàn)這一目標(biāo),?！?/p>
????這種措辭能讓雙方都極大地保留了顏面。
????譯者：?jiǎn)虡?shù)靜/汪皓 |
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????Tim Cook's public apology to Apple's (AAPL) Chinese customers was being quoted at length Tuesday in the very print and broadcast media that for a fortnight had been ripping the company apart for its greed, dishonesty and "unparalleled arrogance."
????"The company's apology letter has eased the situation, softening the tense relationship between Apple and the Chinese market," wrote theGlobal Times. "Its reaction is worth respect compared with other American companies."
????The Foreign Ministry praised Apple for "conscientiously" responding to consumers' demands, according to Reuters. "We approve of what Apple said," spokesman Hong Lei told reporters at his daily news briefing.
????There were plenty of critics Monday who said Cook's letter and the changes he made in Apple's repair policies in China were a big mistake. Steve Jobs, they said, would never have apologized for customer service that, as most of Apple's customers in China know, is second to none.
????But Jobs never set foot in China. Cook, on the other hand, built Apple's Asian supply chain, and he knows something about navigating the complexities of official relations in the Far East.
????It won't cost the company very much to repair broken iPhones with new parts or extend their warranties -- basically giving China's state-run media everything they asked for.
????It cost Cook nothing "sincerely apologize" and to say, as he did in his letter:
????"We recognize that we have much to learn about operating and communicating in China, but we want to assure everyone that we bring the same deep commitment and passion to China as we do to any other part of the world. This commitment, a desire to delight all of our customers and provide them with an extremely high-quality experience, is deeply rooted in the culture of our company. And we will not rest until we achieve this goal."
????That kind of language can save a lot of face, on both sides of the Pacific. |
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