Apple (News - Alert) wants to do better, really. At least when it comes to how the company runs its customer service operations in China. Also, Apple wants China to know that is not arrogant. Apple chief executive, Tim Cook signed an official letter on behalf of the company that promised to revamp some of the more undesirable customer service characteristics it deploys in China. The letter was issued following more than two weeks of criticisms of Apple by government-run media in the communist nation.

Major media organizations in China have accused Apple for skirting warranty periods, discriminating against Chinese people, and formulating an inadequate and arrogant response to the accusations. 

In its apology, Apple agreed that it may have seemed arrogant in how it handled the matter, but in fact is not so, stating: “We are aware that a lack of communications...led to the perception that Apple is arrogant and doesn't care or attach enough importance to consumer feedback. We express our sincere apologies for any concerns or misunderstandings this gave consumers.” Blame it on the language difference, maybe?

The letter did more than just apologize, with the company vowing to make some real changes. Cook said the company would amend its warranty policies for the iPhone (News - Alert) 4 and 4S, streamline its customer feedback, give more training to Apple resellers in China, and do more to clarify its warranty policy on its Chinese website.

Apple is optimistic that it can dominate the Chinese market, with Cook stating that he expects China to become one of Apple's largest territories, and that the company has plans to open more retail stores there.    Chinese media remains unsold, though. Analysts there speculate that the government may take further steps to regulate foreign handset manufacturers like Apple. It wouldn't be the first step in this direction. The Chinese government has already been prepping a new law that seeks to regulate mobile applications and increase testing of smartphones in the country, which could ultimately impede Apple's mission.