Broadcaster CCTV and the state's flagship newspaper People's Daily have been portraying Apple as the latest Western company to exploit Chinese citizens.
They ran a two-week long campaign focusing on Apple's repair policies, the BBC reports.
Last week People's Daily ran an editorial headlined: "Strike down Apple's incomparable arrogance."
A statement on Apple's China website said misunderstandings may have led to the perception Apple's attitude was arrogant towards Chinese customers.
Mr Cook promised to improve the repair policy on the iPhone 4 and iPhone 4S, and to improve warranty information.
Apple said it would enhance communication with Chinese consumers and strengthen oversight of authorised resellers.
China is Apple's third largest market, with more than 17,000 outlets selling its products in mainland China, including 11 Apple stores and 400 premium resellers.
Earlier this year Mr Cook said he expected China to replace North America as its largest source of revenue.
