Apple has been at the receiving end of intense criticism by China’s state run media since mid-March. Cupertino has been accused to skirting warranty periods and introducing customer service policies that discriminate against Chinese customers. Apple was even accused to coming up with responses that were inadequate and arrogant notes The Wall Street Journal.

“We express our sincere apologies for any concerns or misunderstandings this gave consumers”, read the letter signed by Tim Cook and posted on Apple’s Chinese website.

Cook has revealed through the letter that Apple reflected on the recent feedback it has received and the warranty policies and was sorry for the misunderstandings caused due to poor communication with customer.

Apple has promised that it will be looking into the warranty policies of iPhone 4 and 4S and will amend them thereby streamlining its customer feedback. It has also promised that it will be giving further training to its authorized resellers on warranty policy and would post the amended policies on its website.