There are three famous monkeys: don't look, don't speak, don't listen. At least on April 1, we should be strict with the three monkey shape.
Maybe cook doesn't care about the customs of April Fool's day at all, but he can't imagine that many Chinese people care about foreign objects, such as 2 & middot; 14 Valentine's day, which is much more grand than the Double Seventh Festival. On the evening of April 1, however, Apple's China official website released a letter of apology from CEO cook to Chinese consumers, saying that due to the lack of external communication, the outside world thought that Apple was arrogant and would deeply reflect on China's maintenance and warranty policies?
In fact, Americans are famous for their poor communication. Not to mention apple, the American government is often unreliable. In June 1994, the United States and China began negotiations on intellectual property rights, which were tied up with China's resumption of relations. I was tired of talking for several months. On December 15 of that year, when the Chinese representative entered the negotiation room, he found that the US representative flashed like a naughty boy and left without saying goodbye. On December 31, the US side announced a US $2.8 billion retaliation list for trade sanctions against China. On the same day, China also announced its anti retaliation list.
With the backing of the U.S. government, Apple's naivety is not a problem. Since CCTV's' 3 & middot; 15 'party, Apple has been drooling because of its traditional refusal to communicate. Later, the head of Apple's public relations told the media, "before the change, we may not make a statement, and we are also trying to change. 'but now that you've recognized the truth and made up your mind to change it, why do you use spring and autumn strokes when apologizing? Maybe there's not so much conspiracy, but Apple's public relations changes are not in place, professional and serious, so it's only when things are not right that spring and autumn strokes are suspected.
Some Westerners are quite serious, such as the romantic French.
On Friday, January 20, 2006, the international finance newspaper published an article questioning the 12 years of Chivas. For example, "the real cost of 12 years of Chivas is 25 yuan, but it is sold for several hundred yuan & hellip; & hellip; the owner of the Chivas brand is the French Bologna group, one of the three major wine groups in the world. In the face of this crisis, polyrexa (China) jumped up immediately. On the same day, it issued an announcement on Sina, saying that the report was untrue, asking for an apology and reserving the right to pursue legal action. At the same time, it sent a fax to the international financial journal to respond to the report. On Sunday and Monday, it also sent a statement to a number of media across the country. On January 25, a press conference was held with more than 60 media across the country participating.
At the beginning of the crisis, Polaroid took the initiative to appear, much more active than apple, but it was too explosive, and there were side effects. The report of "international finance" is published in the 21st edition of "life in G major", not in the news. The weekend is also the time when the public's attention to the news is the weakest. This matter may pass quietly. However, the increase of polanyika has given the media and the public a topic, and the hype has come true. It is reasonable for the Chinese to say that "slow is round". But it's better than Apple's ostrich policy.
After the ostrich was strong, people's daily repeatedly commented that Apple was "incomparably arrogant". On March 28, the State Administration for Industry and Commerce made a statement, saying that there were overbearing clauses in Apple's maintenance contract, and all localities would strengthen supervision. At this time, apple realized that this was a crisis, and it was a big event that Apple recognized. Now that there are soldiers under the city today, why did they have to fight at the beginning?
Although CCTV's "3 & middot; 15" action was discounted due to the "8:20" incident, and some of Apple's statements are still debatable, the "double standards" of Chinese and foreign after-sales in China can not be forgiven. Discrimination is also taboo in the United States. On April 4, US President Barack Obama paid tribute to California Attorney General Kamala & middot; Harris as "the most beautiful prosecutor in the United States" in San Francisco, which was also questioned as "sexist and insulting". You have to get a little flattery.
Some foreign media speculated that there was manipulation behind the action against apple. But has apple always been sunny in China before? For example, the iPad trademark incident.
In 2009, Apple bought iPad trademark from the Taiwan subsidiary of Proview. When iPad became famous all over the world, Proview said that trademark transfer did not include Chinese mainland, and apple infringement. The amount of settlement proposed by Proview is US $400 million, because the total debt of Shenzhen Proview [Weibo] is US $400 million, including US $180 million owed to eight banks including Bank of China and US $200 million owed to more than 200 suppliers. In a lawsuit, the Shenzhen intermediate people's court supported Proview.
Some people say that this is a conspiracy of Proview, apple is just a small flaw. In January 2012, apple appealed to the Guangdong high court. In March, cook, CEO of apple, came to China to visit the top management of China and made frequent news. Everyone knows that cook came for the iPad brand. Is there no conspiracy here? In the end, apple paid $60 million to get out.
They are all in the same market, and no one can sell cute.