Vox Rationalis

Apple's Interesting Challenge with Its Best Buy Deal

Here's the big problem I see for Apple - customer service. My recent experience:

I bought an iPhone at an AT&T store. It had a fit/finish problem (the glass was not seated properly under the bezel), which I did not notice for a couple of days. I went back to the AT&T store and was told that it was a warranty issue and that I'd have to deal with Apple.

After a few tribulations I got to see a "genius" at a local Apple store. She fetched a replacement unit, which she was ready to swap with me, when she learned I had bought the phone at an AT&T store. Because I had not purchased it at an Apple store, she could not give me the unit she had in stock. Rather, she had to order a replacement unit, which took 10 days to arrive, I had to make another "genius" appointment and another trip to the Apple store. I left the store frustrated and disappointed.

If Apple will continue to treat as second-class citizens its customers who choose a more convenient purchasing option, I worry about the company increasing such options.