Bowing to pressure mounted by Chinese official media, Apple Inc CEO Tim Cook has apologised for company's warranty policies in China, saying the company is sorry for any "concern or misunderstanding" in the country.

"We are aware that due to insufficient communication, the public holds the idea that Apple is arrogant, disregards or pays little attention to the feedback of consumers," read a Chinese statement to consumers signed by Cook and posted on Apple China's website.

"Therefore, we want to express our sincere apology for any concern of misunderstanding arising from the process," said the statement issued late last night.

Cook's apology comes after the China Consumer's Association asked Apple to "sincerely apologise" to Chinese consumers and "thoroughly correct its problems," after the US firm took little action to address waves of criticism started by the national broadcaster China Central Television, according to media reports.