Tim Cook Responds To Thai Customer’s iPhone Request

(Credit: Techinasia)

(Credit: Tech in Asia)

Soon after Tim Cook took over running Apple, we reported that he was following the example of predecessor Steve Jobs in terms of responding to customer emails.

Two-and-a-half years on, it seems nothing has changed.

Recently an Apple user in Thailand, with the username Monster HD, reported that he had bought an iPhone 5s from Thai Communication provider True Move, only to find that the screen was slightly loose.

He searched online and discovered that other users with similar problems were having their phones fixed free of charge — although the True Move shop he had bought it from (Apple doesn’t have any official stores in Thailand) refused to do the same because his phone wasn’t really “broken.”

Disgruntled, Monster HD googled Cook’s name and sent him an email — attaching a video (below) to show the flaw his iPhone was suffering from.

A few days later, he got a call from an Apple customer service technician in Singapore asking if he had emailed Cook. At the end of the call, the technician promised to take care of the issue.

Several days after that, the Apple Call Center phoned back to say that the company would repair the phone. Monster HD wound up receiving a refurbished iPhone 5s replacement for his troubles.

An example of a company going above and beyond the minimum requirements of customer service — or just Tim Cook doing his job? Whichever side of the fence you come down on, it seems that Monster HD appreciated Apple’s personal touch.

And presumably his iPhone 5s, minus wobbly display.

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  • dcj001

    “his phone wasn’t fix the phone on the basis that it wasn’t really “broken.””

    Huh?

  • Steven Quan

    “his phone wasn’t fix the phone on the basis that it wasn’t really “broken.””
    Huh?

    I could see a customer service rep in Thailand saying that. Assuming the touchscreen worked fine it was probably a condition the customer could have lived with.

    I wonder how the iPhones got like that in the first place. Where’s the quality control and why only Thailand? Are these knock offs?

About the author

Luke DormehlLuke Dormehl is a UK-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Formula: How Algorithms Solve All Our Problems, And Create More and The Apple Revolution, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme, and other publications. He'd like you a lot if you followed him on Twitter.

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