Apple Scam Discovered

After service and warranty determines the quality of a real brand and decides loyalty to the brand. Do you agree with me? Isn't that like saying the quality of a person in a marriage comes through when a divorce is announced?

It has been over two years since I got my iPhone 5 and I had purchased it through a friend who lived in Singapore. After the first year, I noticed the on/off button had gone flat (almost paralyzed). Since there is assistive touch feature, the malfunctioning of the on/off button didn't come in my way. I have never had a quality issue with my earlier Apple products and this was surprising.

Couple of months ago Apple had announced the on/off issue as a manufacturing defect and asked customers to get their phones checked and repaired for free at the nearest store. Last week, I was with my friend visiting from India near Opera in Paris. The Apple Store is right across from Opera and I decided to stop by the store to fix on this problem. 

After my courtesies to the front store assistant in French, I switched over to English and narrated the issue and also reminded him about Apple's recent press release to have the problem fixed. He promptly picked my phone, checked the model and asked me to enter my App Store id on his computer screen to schedule an appointment. When I entered my id the store assistant was able to see the history and geography of the phone. Within a minute he scheduled me an appointment for Jul 10 at 7.00 pm and asked to go to the first floor on that day and I could see the board “Genius Bar” there. I was surprised with the ease and professionalism with which the appointment with was schedule the technical team. 

His words sounded like symphony to my ears and the thought of getting it fixed took my quickly on top of Galleries Lafayette. I opened my phone and set-up a calendar entry for Thursday, July 10 at 7pm. Why should one not pay a premium for such a product? Remembering my marketing lessons at the University of Rhode Island, I was convinced why brand Apple is coveted in the society and the service today affirmed my decision to buy two iPhones and two iPads.

The Apple Clinic

On the day of the appointment, I was disciplined to leave office at 6pm. Earlier in the day, I had narrated the professionalism at the Apple Store to a colleague and why we must not hesitate to pay a premium for some products/brands. And I even promised to write about it, if the remaining experience is pleasant.

I arrived at the store 15 minutes ahead of my appointment and I went up to the first floor to check in with the store guy. He checked my name on the appointment list and quickly ran through my problem and asked me to take a seat. I noticed the queue was moving slow, but still the euphoria of getting the issue addressed kept me smiling and patient. While waiting for my turn, I looked around other people narrating their problem to the technical guys. It almost resembled a clinic and everyone presenting their iPhones and iPads with care and sincerity. Yes, we all live in an age and time when mobile gadgets are considered more close than spouses and family members. And sadly, some of them left behind their devices to be repaired, while some of the left behind their hope to have their devices repaired. Which category do I fall into?

20 minutes later, Camilla, one of the attendants on the floor came up to and asked me if I needed to see an English speaking Apple doctor. After I affirmed, she went around checking which of the service desk assistants could hold a decent conversation in English with me and finally assigned me to a bespectacled guy. He was neither wearing a lab coat nor stethoscope hung around his neck, but nevertheless his questions and examination made him look like a doctor. He asked the birth place of the phone and if it is still under warranty. Lastly, he asked me if I had backed up the phone, before looking up other details of it on his iPad.

Genius Bar exposed

While looking at the parameters on his iPad, he told me that he could have replaced the phone if it was under the warranty period, but then promised to give me a 16 GB spare while my phone was away. I was nervous to part with my phone, but there was no way I could have it fixed without parting with it for a few days. 

Suddenly his tone changed and what looked easier than an changing a flat tire now appeared complex. He told me that the battery life was 60% and Apple recommends 80% battery life and I would have change the battery before they repair the on/off button. When asked him for the price of the battery he replied 75 euros. Given the brand new condition of my phone, I was willing to change the battery and hand over the phone to my mother when I got my iPhone 6 in the fall. 

But then there was a catch. The guy said that the "Genius Bar" (Apple's technical desk) closed at 8 pm and with only 20 minutes to close, he asked me to get the batteries changed today, but come back another day without an appointment to have my on/off button repaired. I grew suspicious with his recommendation.

Holier than Church and Bible

As he slipped out of the desk to check with his supervisor if the battery could be changed, my mind started thinking. Who is Apple to decide when my mobile battery has to be changed? Why can't I change the batteries later? Why is battery changing a pre-requisite to repairing a manufacturing defect? And when he came back, I questioned the logic and asked him about the option to change the battery post the repair. 

Sensing that I was getting smarter, he said Apple had set a rule not to make any repairs if the battery wasn't above 80%. I was appalled on hearing his statement and asked him since when did Apple become holier than Church and why should respect Apple’s Bible? Annoyed with his response, I asked him to get his store manager. 

Within a few minutes the store manager came up to convince me, and when I told her I didn't remember signing any such contract with Apple and Apple had not right to decide the sequence of activities. She noticed that I was far from ready to be convinced and sensing my anger and frustration, she said she cannot over-ride the decision of the technical guy. When I asked them to be empathetic, they recommended that I call the Apple customer service.

Loyalty begins and ends with Siri

When I got back home, I felt the need to vent my frustration and Apple's tyranny and scam. I came home that evening and asked Siri, the personal assistant on my phone - Is Apple a Cheat? She responded, "I can't answer that, but Apple.com should be able to". I asked Siri if she liked Apple, and she replied "I am pretty loyal to Apple". But from today onwards, I was not.

If Adam and Eve were punished for eating the Apple then and today I was punished for buying brand with the same name.

Now go back and read my first line....so what decides customer loyalty? When do you get to see the true grain of a brand? Why should one pay a premium for a brand? Looking to buy an Apple product? Think twice…if not be cursed!