Originally from Alternatives to the High Cost of Litigation

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While apologies necessarily involve moments of vulnerability, they can also open doors to value creation and strengthen the relationship you have with your bargaining counterpart.

Let’s look back at Apple’s apology in China for its maligned warranty policies as it provides an excellent example of how to overcome cultural barriers in communication. In April 2013, Apple CEO Timothy D. Cook made the unusual move of apologizing to Chinese customers for his company’s warranty policy and promised to make amends, the New York Times reports. David Barboza and Nick Wingfield, “Pressured by China, Apple Apologizes for Warranty Policies,” N.Y. Times (April 1, 2013) (available at bit.ly/3EDYrm3).

On China’s International Consumers’ Day, the nation’s largest state-run television network criticized Apple for giving iPhone customers in China a one-year warranty, less than the two years required under Chinese law, and for charging consumers about $90 to replace faulty back covers on iPhones.