In China, APPLE replaces all the parts of iPhone but not the back cover for Chinese customers during the warranty period.CCTV, the official broadcaster keeps reporting this news. Meanwhile, several APPLE STORE are close down in China. After that APPLE realized that the situation is worse than they thought and the CEO of APPLE apologize for Chinese customers and promise that offer better customer service. In this issue can reflect that customer is really really important to company. For a company, they have to think in the long run. Provide better customer services can gain more reputation and this reputation can bring the company some benefits that are more important than making money in the short term. In this event, what APPLE lost is not only profits, they may lost APPLE fan’s loyalty and some potential customers and it’s hard to tell how long they need to rebuild their wonderful image in customer’s mind. It is always true that the short-term benefits won’t last long. For a company, they have to obey every single law in order to develop in the long run. They should know some invisible benefits are more important the short-term profits.