Consumers Aren’t In Love With The Online Apple Store Anymore According To New Survey

Consumers Aren’t In Love With The Online Apple Store Anymore According To New Survey

Apple has a reputation of excellent customer service. You can walk into an Apple Store and get your device fixed. You can play with an iMac or iPad in the store for an hour without a salesman trying to push you into buying.

Apple usually dominates customer satisfaction polls for physical retail locations, but their Apple Store website may need some help. Even though Apple is the most popular tech company in the world, in 2012 Apple’s ForeSee satisfaction score actually dropped.

In the latest ForeSee Holiday E-Retail Satisfaction Index, Apple’s web-store went from a score of 83 down to 80. Not a huge drop, but any score below 80 is considered average, and we all know how Apple wants to be the best of the best.

The drop in Apple’s customer satisfaction score stems from issues with Apple’s website usability. Customer complained that the online store is too difficult to navigate now that Apple has introduced a slew of new products in 2012.

Amazon remained the best website in the survey and has had the highest score in each of the last eight years of the survey’s index. JCPenny experienced the biggest drop, falling from 83 down to 78, while Dell also fell from 80 to 77.

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  • Halstead B

    I think it’s actually a combination of things…. for instance…:

    A. iTunes Match doesn’t sync properly with complete my album (Neither does Cloud nor Purchased items)

    B. iTunes store has a bunch of misrepresented material, you don’t always get what you pay for (Flixster app shows you get a free gift movie – not the case); (The Death Race combo pack shows HD and SD versions but you only get SD version); (RoboCop Trilogy, RoboCop 2 shows as HD and SD but you only get the SD version); I have had more issues with the store in the last month than I have since I opened my account in 2001. I submit service requests, they go ignored or don’t understand my issue even though I am very clear (in my mind anyway Ha) There is only 1 issue that was resolved out of 5 over the last month and only 3 of those 5 received a response from the iTunes Store Support department.

    C. There seems to be some sort of issue between Purchased items, Cloud, Match and the store, Complete my album doesn’t recognize all purchased material and says I should buy it again… (Somewhat of a repeat from A)

    So, I don’t think it’s just usability (which I have no issue with as I like the new store format), its the lack of harmony between services. I’m seriously considering UltraViolet, Flixster and Rotten Tomatoes for future purchases…

    Please note that this is just my personal experience with the services and I am a BIG Apple fan but these issues are pushing me away more and more…

  • wired_zen

    @Halstead B –They’re not referring to iTunes, the Mac App, or iOS App stores – the survey is for the online store where you can purchase hardware (store.apple.com/us). Your complaints (which I’m not judging to be untrue) are not related to that.

  • Huntress

    I have every product Apple makes but I am very unhappy with the online store. Since OS6 none of my purchased apps are listed on any of my devices. All I ever see is a spinning wheel while purchased apps tries to load. It never does and the app store crashes. This happens on the iPhone 4S, iPADS 1,2 and 3. Apple needs to fix the problems users are experiencing. Re-design is nice but functionality is much better.

    Don’t get me wrong. I love Apple products but I am not a fan of the online store.

  • Halstead B

    @wired_zen — you are correct, my mistake. I saw the store and went with it, but same holds true for the Apple store (either online or through the IOS App). I made a recent purchase online, was sent a survey, made a few observations such as:

    Purchase was AppleCare for my Mac-Mini Mid-2011

    Issue 1: Not able to determine if in fact my time capsule is covered by that also or if I have to purchase AppleCare for it as well (Which I never did find), sent a service request, no response.

    Issue 2: Why should I have to drive 200+ miles to get an ‘Apple employee’ to verify my 2 iPhone 5′s and my iPad 4 are in working order to get AppleCare+ for each of them? I should be able to take it into my local ‘Authorized Apple storefronts’ (of which there is 4 in my immediate area) or my carrier (for the iPhones) and purchase the AppleCare+ through them… it’s retarded that I was unable to get the AppleCare+ at time of purchase from these ‘Authorized Apple Storefronts’.

    Nobody ever did respond to my survey feedback….

    Regarding the online and IOS experience, I don’t truly have any issue with either, I like the new layout, it did take them long enough to make the App IOS 6 and iPhone 5 compliant but hey, they’re busy building new stuff…. Overall I am happy with the new ‘Store’!

  • Matthew Gonzales Landry

    @wired_zen — you are correct, my mistake. I saw the store and went with it, but same holds true for the Apple store (either online or through the IOS App). I made a recent purchase online, was sent a survey, made a few observations such as:

    Purchase was AppleCare for my Mac-Mini Mid-2011

    Issue 1: Not able to determine if in fact my time capsule is covered by that also or if I have to purchase AppleCare for it as well (Which I never did find), sent a service request, no response.

    Issue 2: Why should I have to drive 200+ miles to get an ‘Apple employee’ to verify my 2 iPhone 5′s and my iPad 4 are in working order to get AppleCare+ for each of them? I should be able to take it into my local ‘Authorized Apple storefronts’ (of which there is 4 in my immediate area) or my carrier (for the iPhones) and purchase the AppleCare+ through them… it’s retarded that I was unable to get the AppleCare+ at time of purchase from these ‘Authorized Apple Storefronts’.

    Nobody ever did respond to my survey feedback….

    Regarding the online and IOS experience, I don’t truly have any issue with either, I like the new layout, it did take them long enough to make the App IOS 6 and iPhone 5 compliant but hey, they’re busy building new stuff…. Overall I am happy with the new ‘Store’!

    You’re not getting it. The survey was only rating the shopping experience. Apple Care covers what it says it covers.

    If you bought a Mac mini and the Apple Care for ‘it’, why would that same warranty package cover a second item? In order to ensure the second item, you’d need to buy another warranty package.

    Apple Care is an Apple service; therefore, Apple needs to verify the product. If you bought the product at a 3rd party store, you should buy their warranty. There’s really no harm in what Apple’s doing. You already get a year of the service absolutely free. All you need to do is consider if you’d like to extend Apple’s warranty, or just go with the warranty offered by the store you purchased from. In the case your store doesn’t offer a warranty, it’s nice to consider another store entirely.

  • Halstead B

    @Matthew Gonzales Landry… I DO get it, you weren’t reading my issues…

    From Apples website pertaining to mac-mini apple care:

    “The AppleCare Protection Plan provides global repair coverage, both parts and labour, from Apple-authorized technicians around the world.

    What’s covered — Mac

    Your Mac computer
    Included accessories such as the power adapter
    Apple memory (RAM)
    AirPort Express Base Station, AirPort Extreme Base Station or Time Capsule2
    Apple USB SuperDrive (for MacBook Air, MacBook Pro with Retina display, iMac and Mac mini)
    Apple display purchased with your Mac”

    RE: Time Capsule: ‘The AirPort device or Time Capsule must be purchased up to two years before your Mac purchase or during the term of your AppleCare Protection Plan coverage.’

    So, does that mean the Time Capsule is covered or not? Apple hasn’t answered me!

    There IS NO option to buy Apple Care for the Time Capsule that I could find!

    Thanks for your feedback though :)

  • Halstead B

    @Matthew Gonzales Landry… I DO get it, Regarding issue 2

    What’s the point in being an authorized Apple Retailer and Repair center if they can’t validate 2 phones and an iPad for AppleCare+, really now, please think this through…. It’s hocus pocus and bad business to make me drive 200 miles+ to get the coverage I desire FROM Apple when my local retail/repair depot should be able to do the same thing.

    Just my opinion, but apparently I must be stupid to think this way…

    Thanks again for the feedback :)

  • Bob Smogango

    Too difficult to navigate? I don’t Apple could male it any easier than what they already have.

  • Bob Smogango

    Amazon easier to navigate? That’s a laugh.

About the author

Buster HeinBuster Hein is Cult of Mac's Social Media Editor. Hailing from Roswell, New Mexico, but now spending his days in Phoenix, Arizona, he wastes most of his time eating burritos and reading Spanish romance novels. Twitter: @bst3r.

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