Apple recently removed all customer reviews from its online store. The move may be an attempt to redact negative reviews before the Christmas shopping season.
By Chand Bellur
November 22, 2019 at 7:21 p.m. PDT
Apple Removes Customer Reviews from Online Store
Customer reviews are essential for online shoppers. They protect consumers from lemons, such as expensive notebook computers with deeply flawed keyboards. The absence of reviews makes it much more difficult for consumers to make the right choice.
On November 17, Apple suddenly removed all reviews from its online Apple Store. This is not the App Store. It’s Apple’s online store that sells physical Apple products, such as the iPhone, iPad and Macintosh.
The move has surprised Apple analysts. Apple has been known to be transparent about customer reviews. They leave up all reviews, negative or positive, unless they are vulgar or offensive.
Consumers Can Read Reviews on Other Sites
Fortunately, other online retailers sell Apple products, and they all feature reviews. Online shops such as B&H Photo, P.C. Richard and Son and Amazon have hundreds, and in some cases, thousands of Apple product reviews.
Many consumers don’t bother to shop around. A lot of people just purchase products at a brick and mortar Apple Store, where reviews are not applicable. Apple’s move probably won’t enrage most customers. The diligent consumer will research Apple products elsewhere.
Other Stores Offer Better Prices on Apple Products
Apple is not the only retailer that sells the iPhone, iPad and other products. Target, Walmart, Costco and countless other retailers sell Apple devices. In fact, they usually sell them for less than Apple.
There’s no disadvantage to purchasing an Apple device outside of the Apple Store. It’s often less expensive and you get the same warranty. Some consumers may need their hand held by an Apple Genius, however, they can still purchase the actual device elsewhere.
With Apple removing customer reviews from the store, one could even put forth a moral justification to shop elsewhere. Removing reviews gives consumers less information, which complicates the online shopping experience.