Memo to Apple
Friday, June 4, 2010 I make no secret of the fact that I am a huge fan of Apple - have been ever since 1990 when I exchanged my old Apricot XI computer for a Macintosh Classic. The Classic was the first graphical user interface computer I had ever seen, let alone used. It was magical, despite its nine-inch monochrome display.
I even used to enjoy the Apple Store "experience". Not any more. Four weeks ago I went to the Apple Store in Cambridge knowing exactly what I wanted to buy. A guy in a blue t-shirt welcomed me in and I told him - to the exact specification - what model of iMac I was after.
He disappeared in search of another member of staff and returned five minutes later to say that someone would be over shortly.
I waited. And waited. No-one came.
It was easy to see why not. The store was very busy and every employee was answering queries or showing people how to use the various products.
But here's my point. At a guess, I would estimate that less than ten per cent were serious buyers. The vast majority of people in that store were there to play with the computers and gadgets on display.
I, on the other hand, was there to actually buy something. My credit card was burning a hole in my hand. I was virtually waving it at them. And yet I was ignored. After 15 minutes I left, fed up of waiting.
A few yards away was a branch of John Lewis. I went to the IT department. They had the iMac I was looking for and within five minutes it was paid for and in my possession.
Today I went back to the Cambridge Apple Store with a view to buying an iPad. The place was heaving, mostly with children on their half-term break.
I tried, I really did, to fight my way to the table where I could test one of the iPads on display (even though I had already made up my mind to buy one) but it was impossible. Kids as young as nine and ten were using them to play computer games, while geeks a little older took it in turn to access the Internet or check their webmail.
Meanwhile those of us who wanted to buy one of the damned things couldn't get a look in. Yet again I left the store, frustrated and empty-handed.
I will continue to buy Apple products. Hell, I may even buy an iPad (unless I've just had a very lucky escape) but with "service" like that I will never go back to an Apple Store.
PS. I had a similar experience when I tried to buy a Mac mini in Apple's Regent Street store in London a few weeks back. Unbelievable.
Reader Comments (2)
I won't ever be buying Apple as they've decided that their warranty doesn't cover products used by smokers.
I would have thought you're more pumpkin than apple!