Apple recalls equipment with battery problems overseas, and China is forgotten again

On February 9, Beijing Business Daily reporter learned that Apple will recall a batch of Chinese-made iPhone 6S equipment in the UAE market, providing free replacement battery service, but for Chinese consumers affected by automatic shutdown, there is no such treatment. . Apple is not fair to the Chinese market and consumers. This is not the first time. In the eyes of the industry, Apple products have a higher sales volume in the Chinese market. This is purely cost-saving. However, Apple’s sales in China have shown a downward trend. If you continue to care for the interests of consumers, sooner or later will be abandoned by the public.

The UAE Ministry of Economic Affairs announced that it will jointly recall 87,000 iPhone 6S devices that may have battery problems. It is said that Apple has previously issued a notice to the UAE Ministry of Economic Affairs, saying that there are certain defects in the iPhone 6S equipment produced in China from September to October 2015, which may lead to accidental shutdown, and this batch of products Some 87,000 units were shipped to the UAE for sale.

Apple updated the official website of the country. Users can check the product serial number on the webpage to find out whether the device meets the recall conditions. For the recalled mobile phone, Apple will provide a free replacement battery service, and return it to the user after the replacement. Apple said that the recall is for security reasons, only a small number of mobile phone models have problems, will bring about $7 million in damage to Apple.

In fact, as early as November last year, a large number of Chinese users said that the iPhone 6S in their hands will automatically shut down when there is still 60% of the power. Once connected, the iPhone 6S Plus, iPhone 6, iPhone 6 Plus Can be spared, the user reluctantly said that only high power can be used at all times. In this regard, Apple just started to indicate that it is not a battery problem, you can try to brush the machine, if you still can not solve after brushing, you can choose to return to the factory for maintenance, the cost is between 2000-3000 yuan. However, this situation is not a case. At that time, there were hundreds or even more users who reported the automatic shutdown of the iPhone 6S, and it was not only the domestic region, but also had such reports abroad. Users suspect that high power consumption is related to the system, but in addition to the iOS 10 system, the iOS 9 system will automatically shut down.

In December last year, Apple released "Information about the unexpected shutdown of the iPhone", saying that in a few iPhone 6S devices produced during September-October 2015, a battery component was placed in a controlled environment before being loaded into the battery pack. Excessive exposure time makes the battery drain faster than normal, causing an unexpected shutdown, which is not a safety issue.

Apple's solutions for Chinese users are not the same as those for UAE users.

Given that Apple's iPhone 6 and iPhone 6S series of mobile phones have a large number of consumers in China, and the same problem reflects a large number of people, on November 15, last year, the China Consumers Association official WeChat released that the association has been to Apple (China) Co., Ltd. inquired about the abnormal automatic shutdown of iPhone 6 and iPhone 6S series mobile phones.

Subsequently, Apple responded positively to the "iPhone Auto Shutdown" incident in the Chinese market, saying that there are very few iPhone 6S devices that may shut down unexpectedly and are willing to replace the battery for these problems free of charge. iPhone 6S users can accidentally shut down the iPhone 6S. Enter the device serial number on the plan page to check if the device meets the conditions for free battery replacement. I changed the past "arrogance" and humbly apologized. This is the first time that Apple has responded to and solved the Chinese user problem in a relatively short period of time since it entered the Chinese market.

However, Apple acknowledges and clarifies that the problem products are limited to the iPhone 6S models produced in September-October 2015. Many consumers are dissatisfied with this solution because the problem products are not only related to iPhone 6S, including iPhone 6S Plus, iPhone 5S, etc. The above problems have occurred in the products.

China Consumers Association issued an inquiry letter to Apple on November 29 last year, hoping that Apple will provide solutions for abnormal shutdown problems of more models. I hope Apple will make iPhone 6, iPhone 6 Plus, iPhone 6S Plus and production. The abnormal shutdown problem of the iPhone 6S model whose date is from September to October 2015 is summarized as soon as possible, the cause is found, and the solution is provided. But until now, Apple has not given a statement on this matter.

Compared with the voluntary recall in the UAE, Apple's attitude toward Chinese users is clearly downgraded. The Beijing Business Daily reporter contacted the relevant person in charge of Apple China to conduct an interview on the matter, but as of the time of publication, the person in charge did not respond. Some consumers have reported to the Beijing Business Daily reporter that after replacing the battery after Apple's sale, the mobile phone will still automatically shut down when the battery is fully charged. He suspects that the battery that Apple changed for him is not new, but other consumers return it. of.

This is not the first time Apple has treated Chinese users differently. In 2013, CCTV “3·15” party questioned Apple’s anti-discrimination policy in China. The global machine exchange is a complete replacement. Only China does not change the cover, in order to avoid the new machine warranty period. Recalculation policy. In China, there is only one way for users to change the back cover, that is, they have to pay separately, but in the United States, South Korea, Australia and other countries, Apple's mobile phone is faulty when it is replaced during the warranty period. Replace the cover together.

Moreover, after the apples are sold to consumers around the market, the warranty period is not recalculated. Article 21 of the Responsibility for the Reimbursement of Mobile Phone Commodities in China clearly stipulates that the three-pack period will be recalculated after the exchange. Apple’s move is a different treatment for Chinese consumers.

In 2014, due to the overheating of some 5W European version of the USB power adapter under certain circumstances, Apple announced that it will carry out some chargers for the iPhone 3GS, iPhone 4 and iPhone 4S sold between October 2009 and September 2012. Recall replacement. However, although the recall involved 37 countries, including France, Germany, Italy, the Netherlands, etc., it did not involve China.

Kang Wei, the editor-in-chief of the operator World Network, believes that Apple has treated China differently, first because the sales of products in the Chinese market are too large. Whether it is a recall or a replacement of the whole machine, the cost of Apple will not be In addition, China's laws and regulations on consumer protection are not strict in the West, and the penalties are not serious enough. Apple has lost money to save costs.

According to data released by the world-renowned IT consulting company Canalys, Apple's mobile phone shipments in China for the whole year of 2016 were 43.77 million units.

Therefore, Apple, which is committed to cost savings, also monopolizes most of the profits in the mobile phone market. Canaccord Genuity reported that in the fourth quarter of 2016, Apple's profits accounted for 92% of the entire industry.

"If there is no media appeal, Apple may be confused all the way. Only by forming a strong momentum in the market, exerting pressure on public opinion on Apple, or the relevant government departments will talk to Apple and suppress it through some measures to change China's consumption. The disadvantage of the person, otherwise, in order to save costs and obtain high profits, Apple may continue to treat the Chinese market differently." Kang Yu said frankly.

Industry observer Hong Shibin pointed out that in order to save costs and ignore the interests of consumers, Apple only sees the immediate interests. It is necessary to know that a good corporate reputation is also an umbrella to maintain its market position. In the long run, Chinese consumers will gradually become more loyal to Apple products. Lower, which in turn affects Apple's operations in the Chinese market.

Since last year, Apple’s performance in the Chinese market has been declining, and the company’s revenue in Greater China has declined for several consecutive quarters. Apple’s just-released first-quarter results for fiscal 2017 show that the company’s sales in the Greater China region continued to decline 12% year-on-year.

Ding Jie, a research analyst at Canalys, said that for Apple, its prospects in 2017 are still not optimistic. It will be difficult to restore its performance in the Chinese market to its peak in 2015, just like consumers in other developed markets, Chinese consumers. Expectations for product updates for the 10th anniversary of the iPhone are high. For example, the new iPhone cannot meet consumer expectations, especially in the adoption of new technologies and design, Apple's high-end market in China will be more severely hit.

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