Apple boss Tim Cook posted a letter on Apple's website in China on Monday in which he apologized for any misunderstandings that had led to the perception that Apple's attitude was arrogant in its dealings with Chinese consumers.

He said the complaints had prompted "deep reflection" and persuaded the company of the need to revamp its repair policies, boost communication with Chinese consumers and strengthen oversight of authorized resellers.

The statement came after the US company was subject to heavy media criticism and consumer ire following China Central Television's annual program marking International Day for Protecting Consumers' Rights, which accused the company of providing Chinese consumers with a lower standard of service than consumers in other countries.