The steady increase of the number victims of Apple iPhone 5 electric shock worldwide, including Australia, prompted the company to issue safety reminders and guidelines in determining authentic iPhone and iPad chargers.

The death of a Chinese flight attendant, 23-year-old Ma Ailun, due to iPhone electric shock and the number of similar cases that resulted in electrocution and hospitalisation (like the young woman in Sydney, Australia) was a source of concern for Apple, since the news broke that these could be attributed to the use of a “third-party iPhone” charger.

Emphasising the importance of China as one of its major market, Apple pointed out that the company was always conscientious in meeting the safety standards for its major products and accessories.

"Our customers' safety is very important to us and we have carefully designed all Apple products to meet government safety standards,” the statement in its Web site said, according to English People’s Daily Online.

It is imperative, the statement emphasised, that consumers make careful examination and close scrutiny of the products they purchase, including accessories.

“We recommend our customers only purchase Apple products from Apple or authorized Apple resellers,” the statement also said.

According to the English People’s Daily Online, a consumer can enjoy an iPhone charger at 200 yuan (US$32.30). This was more expensive than the price of an unauthorized charger in Taobao (China's biggest auction Web site), which cost less than 20 yuan only; however, these unathorized chargers were believed to be of substandard quality.

Apple was drumming up its public relations not only in China but also in many countries around the world after the undying reports of victims of iPhone electric shock. Ma Ailun, the Chinese Southern Airlines flight attendant, was found dead at her home with her iPhone 5 at her hand. Her family insisted that she died using the phone while it was plugged in for charging.

The iPhone electric shock was also seen as the cause of electrocution of a 30-year-old man from Beijing. The iPhone user was in a coma after getting shocked when recharging his iPhone using a third-party charger.

In Australia, a young woman in her 20s was rushed to Royal North Shore Hospital after receiving electric shock from her iPhone. Authorities believed it was not an isolated case, since the New South Wales Ambulance office already recorded 232 emergency calls for electric shock as of June 2013.

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