TODAY   |  July 16, 2013

Woman shocked to death after answering iPhone

Ma Ailun, a newly married flight attendant, answered her cellphone while it was charging and was later found dead by electric shock. Her family blamed Apple, which says it is investigating the case, but Chinese TV reports are raising suspicions that the charger was a knock-off. NBC’s Eunice Yoon reports.

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This content comes from Closed Captioning that was broadcast along with this program.

>>> we're back now at 7:44 with the investigation being launched by apple into a death that may have been tied to a customer's iphone . cnbc's eunice eun is in beijing with more on this. good morning.

>> when she reached for her iphone she never could have imagined it would be her final call .

>> the 23-year-old newly married flight attendant answered her cell phone while it was charging. she was later found dead by her husband from electric shock . the family blamed apple. a close friend sending out a warning online to other chinese. never speak on your phone, she says, while it's charging. her death rattled china, a nation that's become obsessed with apple.

>> apple is great. everybody use it.

>> you should not use any telephone product when it's charged.

>> reporter: china is apple's biggest market outside the u.s. the family insists her iphone 4 was genuine. the company released a statement saying we are deeply saddened to learn of this tragic incident and offer our con delenses to the ma family. we will fully investigate and cooperate with authorities in this matter. tv reports are raising suspicion that the charger was a fake.

>> ma's death is raising public concern about the widespread use of fakes in china. like this knockoff iphone .

>> there should be better standards for safety on after market products. especially some of the knockoff products that come out of china. that said, the chances of this happening are vanishingly small.

>> reporter: little solice for a family mourning the loss of a woman that would have celebrated her 24th birthday today.

>> eunice eun in beijing for us this morning. the chances have to be minuscule of something like that happened.

>> as we heard in the report, there could be some sort of counterfeit stuff or faulty wiring.

>> certainly going to get people's