Apple Sales

An Analysis of Sales Strategies Used by Apple Inc.

Written By: Samantha Glass

Submitted to: Professor Aric Rindfleisch

December 15, 2010

Table of Contents

1. Literature Review 1

A. Company and Sales Tactics Overview 1

B. Apple Sales Strategies 3

i. Brand Image and Premium Pricing 3

ii. Retail Stores 7

iii. Innovative 10

iv. Quality Products 12

v. Media Frenzy 14

vii. Competitive Advantage 15

2. Methodologies 18

A. Apple Sales Strategy Survey 18

B. SWOT Analysis 18

3. Results 19

1. Result #1: SWOT Analysis 19

2. Result #2: Apple Sales Strategy Survey Analysis 21

4. Recommendations 23

1. Recommendation #1: Re-enter the corporate market 23

2. Recommendation #2: Apple should make the iPhone and iPad compatible with Adobe Flash. 24

3. Recommendation #3: Ensure that all current and future products have similar interfaces. 25

5. Recommendation #5: Apple should gain access to additional distribution channels and sales outlets in the international market. (international presence) 25

4. Recommendation #4: Apple should reduce prices. 25

5. Appendices (A-D) 27

Appendix A: Environmentally Improved Products 27

Appendix B: Retail Store Analysis 29

Appendix C: Apple Sales Strategy Survey 31

Appendix D: Apple’s Retail Store Customer Feedback Survey 32

6. Endnotes 34

1. Literature Review

A. Company and Sales Tactics Overview

Apple Computer Inc. was established on April 1, 1976. In 2007, the word “computer” was removed as the company expanded into the consumer electronics market, in addition to its original focus on personal computers. Apple is engaged in designing, developing, and marketing personal computers, servers, communication devices, network solutions, portable music players, and related accessories, software, and services.

Apple’s world corporate headquarters are located in the middle of Silicon Valley, in Cupertino, California. Silicon Valley is referred to as the region home to many of the worlds largest technology companies. The Apple campus, built in 1993, has six buildings in this region taking up a total of 850,000 square feet.1

Apple has established a very unique reputation in the consumer electronics industry and was named the most admired company in the United States and the in the world in 2008, 2009, and 2010 by Fortune magazine. Apple’s product strategy is to create innovative products and services aligned with a “digital hub” strategy, in order for Apple products to function as the digital hub for digital devices. Apple holds what they call, the Macworld Conference and Expo, once a year. This is a four-day celebration that entertains and educates those people who love the brand. It offers access to hundreds of Apple related products and services allowing people to discover cool software, hardware, and accessories to use with Apple devices. The expo also supplies expert advice, demonstrations, and instruction by the actual people who develop Apple products. In addition, the Macworld expo features industry-leading minds presenting the best product training for those who want to learn.

The preference for Apple products comes from the “Mac community,” enabling Apple to sustain pricing that is premium to its competitors. Apples premium price necessitates products that deliver a convincing and differentiated customer experience by owning critical technologies, operating in secret, and tightly controlling who and what interacts with each product.14 Apple advantageously limits employee’s access to other products than those assigned to them by creating “new product development teams.” Secrecy is one of Apple’s utmost important sales tactics. Apple is the leader in design because it reaches beyond current practice before most people expect them too. Without this premium price Apple has sustained, the company would not have survived the personal computer business.5

Apples large differentiation and sales strategies have resulted in Apple successfully outperforming its competitors and producing such vast amounts of sales per year. After all, this company wouldn’t inspire so much chatter if their products and services were simply ordinary or everyday.

B. Apple Sales Strategies

i. Brand Image and Premium Pricing

The strong brand image that Apple has created allows the company to put such a premium price on their products to gain an edge over its competitors. Apple’s products enjoy a high level of brand awareness and recognition throughout all of its markets, and its brand ranking has been improving in recent years as shown below1:

– 2007: 35th place in brand ranking and brand value of $11,037

– 2008: 20th place in brand ranking and brand value of $15,433

Apple uses its brand image to differentiate its product offerings and drive sales. This image allows Apple to be successful and able to use their premium prices due to the high demand for Apple products. For example, in April of 2010, 300,000 iPads were sold in the US on the first day of its launch. 1

The Apple branding strategy, which focuses on emotions, has helped to create a brand personality about lifestyle, imagination, liberty, innovation, passion, hopes, dreams, and aspirations. [ 5 ] This personality has also been a result of the simplicity of Apple products and the removal of complexity from peoples lives.5 The various Apple commercials help to extend these feelings by inviting people to experience the Apple lifestyle and become part of the community. They are uniquely created with happy and energetic people dancing in silhouette against a colorful and ever-changing background. The silhouette aspect allows all viewers to imagine themselves in the scene by not putting an actual person in the picture. (See Figure 1) Apple uses their commercials not to create fans, but to focus on what people do and how they can feel by using their products.

Figure 1

Apple has created a community of the most loyal customers who love and are attached to their Apple products. The Apple brand promises to deliver innovative, beautifully designed, ergonomic, and technology-leading products, which they must not only stick to, but Apple needs to keep this promise consistent throughout all of their products. [ 5 ] Customers are reminded of their love and their loyalty, which is reinforced by the bright colors, smiling icon, and polished looking hardware.

The packaging and design of Apple products make them accessible and attractive to consumers. Packaging is the first and most memorable experience customers will have with their Apple products. For users, opening a new Apple product has become one more thing to share with other people. For example, when a customer purchases an iPhone, it is resting in a tiny bed within a box lined in velvet. In the box comes a cleaning cloth and apple stickers. Apple is always one step ahead in the industry by always surprising and delighting its customers. 6

Strong brand loyalty is evident by the “iPod Halo Effect.” 88.5% of people who responded to the Apple Sales Strategy Survey own iPod’s. (See Appendix C) With the introduction of the iPod and iTunes, customer loyalty has grown immensely. They have become interested in Apple computer products as a result of the positive experiences the iPod offers. Since the release and take off of the iPod there has been a dramatic increase in Apple computer sales and overall market share. 5

Apple products have even become a status symbol and the brand is now considered to be “hip”. 6 As a result, Apple strategically uses their customers as marketing tools. Apple users walk around with their white Apple headphones in their ears, and show off the glowing Apple logo on their computers. Apple gives people an easy way to sell for them while making them feel apart of an exclusive club and culture. The Apple logo is placed intentionally upside down for users, but is fixed to be right side up when the computer is opened for others to see. 6 Additionally, if nothing else, Apple products have become a fashion accessory. Apple’s “Are You a Mac?” campaign has created strong identification with everything young and smart, displaying a Mac guy who generates a feeling of confidence. 7 (See Figure 2)

Figure 2

Furthermore, Apple follows the new trend of creating a more environmentally friendly world. Apple has recently unveiled their green Macbook to help show its customers that they are committed to helping the environment. Apple now designs products that use less material, ship with smaller packaging, are free of many toxic substances, and are as energy efficient and recyclable as possible. [ 10 ] Their products are now thinner, smaller, and lighter to reduce carbon emissions. Because Apple designs both hardware and operating systems, Apple can work to ensure they conserve power together. Apple has also promised its customers that once their products have reached the end of their useful lives, Apple will help make sure that they are recycled responsibly. Recycling programs have been instituted in cities and college campuses in 95% of the countries where Apple products are sold. [ 10 ] Since 1994, this program has successfully redirected more than 130 million pounds of equipment from landfills. [ 10 ] A program which is appealing not only because it helps the environment, but also because customers are offered incentives for sending back old Apple products, creates yet another sales strategies appealing to those who lead environmentally lives. (See Appendix A)

ii. Retail Stores

One of Apple’s best sales tactics has been the introduction of the Apple retail stores across the country. These strategically designed stores exhibit unique customer service luring people to come inside.

Figure 3

Steve Jobs, the CEO of Apple, built the Apple store like he would if it were a product called Apple Store Version 0.0. [ 11 ] After the first attempt at building a store he realized that it was laid out by product category and how the company was organized internally. The store was redesigned by how a customer might actually want to buy their products. Along with the physical design of the store, one of the best sales tactics is the “human element” of the stores. People have said that the best service experience they have had was at a hotel, thus Jobs created the Apple store to emulate the friendliness and service that a hotel provides. Each retail store has a bar in it, however, instead of dispensing alcohol, Apple bars dispense advice and help. (See Figure 3)

Apple stores were undoubtedly built with design in mind. Just like Apple’s products, the stores have a very pleasant, clean look and layout. Customers walk into an Apple store feeling as if they are in a museum.6 The architecture and environmental design of each store helps emphasize design at Apple in the broad sense. Not one aspect of an Apple store is overlooked, including the faint lines on the wood of the counters used to properly position various Apple pieces and products.

Apple retail stores create a user experience unique of any other retail store. A friendly place where Mac and PC lovers are encouraged to play with and explore the technology that the company offers, the store encourages current and new customers to get excited about what it has to offer. Macheads, Apple evangelists, are able to hang out with others who enjoy Apple and its products to the same extent. Customers are given the opportunity to directly experience Apple brand values because of the stimulating, no-pressure environment. People are able to discover more about the Apple’s culture, experiment with Apple products, and get one-on-one customer service at the Apple Genius Bar. Apple retail stores create a sense of inclusiveness by a community that understands what good technology feels like and how it will fit into their lives. These stores are a place outside of people’s homes and offices where they can easily and enjoyably tap into electronic communication and entertainment.11

The selling process and customer service provided to people at Apple retail stores resulted from hiring good employees, and thoughtful planning and design. Employees are enthusiasts, and believe in the products and brand they are selling and teaching about.11 “A common set of interests that united the forty or so employees in the store was knowledge of and interest in apple products,” explained a sales employee.11 The sales approach used at retail stores is very important because the employees are the first impression most customers have with Apple. The 3 step sales approach used at the Apple stores is position, permission, and probe. 10

1. Position: Explain to customers they have questions for them to help better understand their specific needs. (Formal way of saying: “is it alright if I start the sales process in a way that is agreeable to you?”)

2. Permission: Ask customers for permission to ask them these questions.

3. Probe: Dig into customers to find out which products would best satisfy their needs, understand customers appreciate the sharing of information versus the selling of products

Thus, it is no surprise that Apple was named “America’s best retailer” by Fortune in 2007.10 The number of Mac computers sold and the substantial number of store visitor’s result in high revenue margins for Apple retail stores. (See Appendix B) Not to mention, customer service is exceptional at retail stores. Apple’s one to one program allows people to learn about their products and how to use them directly from Apple experts. Employees are always attentive and alert to provide the best customer service. Apple has also instituted a customer feedback and follow-up program. Following a purchase, customers are immediately sent:

– Receipts via e-mail

– An e-mail giving customers the opportunity to provide feedback on their experience at the Apple store through a customer satisfaction survey (See Appendix D)

– A follow up e-mail for customers giving them the chance to learn more about the products they have just purchased and thanking them for their business

iii. Innovative

Apple’s sales success has also been the result of continuing innovation in a small number of key products. Due to Apple’s innovative DNA, there are numerous products for people to enjoy in a variety of different ways and places. This makes it easier for Apple to retain loyal customers, because people are loyal to brands they already like.

Apple was able to unite the PC, digital consumer electronic, and mobile communication industries by creating and refining innovations such as the iPod, iPhone, iTunes Store, Apple TV, and iPad.1 Apple’s evolution has caused them to be a driving force across every converging industry. “The great thing is that Apple’s DNA hasn’t changed. The place where Apple has been standing for the last two decades is exactly where computer technology and the consumer electronics markets are converging,” said Jobs during a 2005 interview with the Wall Street Journal.13 Apple has risen above most other technology companies because of its unique ability to design and develop its own operating system, hardware, application software, and services. Customers have access to new products and solutions with superior ease-of-use, seamless integration, and innovative industrial design.1 Apple knows how to keep customers loving their products through incessant innovation. For example, free online updates on existing products are constantly being offered to Apple users, while new products and features are released at least once a year.

Additionally, Apple’s array of innovative products allows people to become introduced to the brand, making it likely that they will continue to make repeat purchases. 7 The iPod and iTunes technology has allowed customers to buy individual songs legitimately, as opposed to downloading songs illegally. This unique integration of technology has been extremely appealing to consumers and a very successful sales strategy.

Compared to other companies who mess around with half-hearted attempts at new services or following older ones, Apple is always thinking about ways to deliver new media to consumers. Consumer’s interest in devices that can serve as entry-points into a universe of media is higher then ever before. 8 In 2009, Apple won several patents allowing for simultaneous tracking of “multiple finger contacts.” This allowed for unprecedented integration of typing, resting, pointing, scrolling, 3D manipulation, and handwriting. [ 16 ] This gives Apple a competitive advantage in the development of devices such as the iPhone, iPod touch, and most specifically, the iPad.13 The iPad, Apple’s new transformative product, takes the touch-screen interface to a point where it becomes a new computing metaphor, opening up a hidden market for Internet media consumption by reducing inconvenient barriers. [ 13 ] The iPad is a convenient communication and transactional appliance for things like e-mail and online transactions. (See Figure 4) The constant introduction of products that make people’s lives easier and simpler has been an effective sales strategy.

Figure 4

iv. Quality Products

Apple’s success in producing quality, consistent, and complementary products has created extraordinary customer retention. Resulting from extensive research and design, Apple creates products that deliver. Their products are robust and easy-to-use, which make customers happy and want to buy more Apple products.7 Consumers prefer a single device that combines business and pleasure to avoid lugging additional gadgets. The iPhone combines three products, a revolutionary phone, a widescreen iPod, and a breakthrough Internet device with e-mail and a web browser, into one. Apple understands that consumers want adaptable products, therefore, they hide or omit features and functions that limit what customers can do. Abiding by a “less is more” strategy leaves little margin for error and happy customers. [ 15 ] For example, iTunes does not require technological expertise. Apple knows how to make complex things easy and elegant.

Apple’s consistent and complimentary products emphasize their quality as well. Because Apple’s products complement and complete each other, thus strengthening customer loyalty. Consumers who buy an iPad can download music via iTunes, Apple’s digital media player application. Most Mac programs are produced by Apple, which allows for control over the entire user process. Apple users don’t usually have to seek out other products and solutions.7 Consistent products help generate trust and create bonds between Apple and its customers. Because their products have the same basic architecture, customers who already own an Apple product know what to expect before making another purchase. 7 Customers know that it will be easy to adapt to Apple’s hardware, leading to repeat purchases.

Apple’s reputation of providing quality products is the result of strategically holding back and delaying products launches into markets until they are confident that they are ready for release. Most other companies rush products to the market with glitches in order to meet deadlines and fulfill consumer demand. Many of these rushed products experience initial sales, but eventually anger consumers for selling imperfect products. Focusing on the quality of their products, instead of deadlines has proven to be a successful approach to sales. [ 17 ]

Quality products add to a consumer experience, as they become a part of a ritual, memory, and emotion. [ 9 ] Apple focuses on designing unique and innovative products, which affect all aspects of the company’s sales efforts, from its products to its retail stores. Apple begins by asking what consumers want, and then creating quality products meeting those needs.8 For example, Apple’s iPad works because the combination of form, functionality, and design are the result of first thinking of consumer’s needs, and then creating a device that meets those needs.

v. Media Frenzy

Because Apple maintains a strict secrecy policy, there is constant buzz about the company. Future Apple products are kept a secret until they are reveled, which has created a niche industry devoted to discovering and reporting on new Apple products.16 Media outlets, especially bloggers, love to write about Apple because the company makes it so easy to do so. There are constantly rumors of new developments, the company has its own expo, and there are mysterious shutdowns of its online store. Apple basically gift wraps news stories that are begging for hype and speculation, forcing even those not initially interested in Apple to become curious.7 The publicity Apple receives keeps customers excited about buying new apple products.

The Macworld expo has become one of the most anticipated events of the computer industry. Job’s is well known for revealing Apple’s latest inventions at this event.16 People from all over the country attend this event and spread the news to others about what to expect in the future.

vii. Competitive Advantage

In 1997, Apple made a decision to simplify its channel structure and remove those retailers that gave customers a bad Apple experience. Apple knew that more sales would be generated out of Apple retail stores than out of retail stores not devoted to encouraging Apple products. This allowed Apple to effectively reach more of its targeted customers, and provide them with a high-quality sales and post sales support experience.

Apple also intentionally enters the market after the first or second competitor does. [ 19 ] This allows the company to initiate new-market disruptions and consumers to thoroughly understand the differences between first-to-market technologies and those that Apple introduces. As a result, inexperienced consumers are more likely to be attracted to Apple products. Additionally, Apple uses a pre-launch strategy, which builds anticipation and generates increased awareness. [ 19 ] Retail partners are used to make new product introductions an occasion, and premium prices are used to maximize profits and communicate exclusivity. The premium prices are later used as reference points for discounting, and to drive sales from less involved market segments.

Furthermore, Apple conveniently runs out of products long before the initial launch ends. This strategy ensures its products will be more successful, and the realized scarcity of the product keeps retailers wanting Apple products by restricting their supply.19 Extensive media coverage of retailers selling out of products underlines both the massive demand for the product and the continued success of Apple. This trend drives thousands of consumers into stores to pre-order Apple products before the official launch day. As compared to Google, who used a “buy one get one free” strategy, Apple makes its products special. Google didn’t create a “special” impression for those able to obtain an Android, as there was an obvious supply of the phones that had no risk of selling out.

Apple’s main competitors are Microsoft, Dell, HP, Google, Blackberry (RIM), Samsung, Sony, and Amazon. All providing products, which have similar functions as those offered by Apple, yet lacking the overall advantage in the market Apple has acquired. Apple competes in the computer industry with its Macintosh lines of computers and software, the consumer electronics industry with the iPod, the digital music distribution industry through the iTunes Music Store, and in the smart phone market with the iPhone.5

Apple was able to use its competitive advantage in the consumer electronics industry against Amazon’s Kindle by cracking into Amazon’s long standing relationship with publishers, and granting them the ability to set their own price for the media supplied through the iPad. This caused publishers to see a clear advantage in choosing Apple over Amazon, and represents Apple’s overall strategy in taking a share in an industry without destroying present alternatives. While Amazon sold 3 million Kindle’s in one year, Apple sold that same amount of iPad’s in 80 days.14



Figure 5

The Apple iPhone has differentiated itself from the RIM Blackberry and the Palm Treo due to its upscale and fashionable traits. (See Figure 5)

Contrary to competitor’s strategies, Apple does not pitch product versus product or feature versus feature, Apple markets its products benefits. This is a much more stable, and emotionally appealing platform that has long-term opportunities. Apple focuses on communicating its brands strengths and benefits rather than its competitor’s weaknesses. For example, Dell focuses on price while Apple focuses on simplicity and innovation. Feeling confidant that their products are inherently superior to their competitors, Apple has no need to emphasize how their products beat competitors, but rather just the benefits consumers will be receive from Apple.

2. Methodologies

A. Apple Sales Strategy Survey

Surveys were created through surveymonkey.com and distributed via the E-Business newsletter sent out every Sunday to all students in the UW-Madison School of Business. Customers were asked to rate how strongly they agree with certain statements. These surveys provided quantitative data in order to assess the strength of customer satisfaction and feelings about Apple’s sales strategies. 200 surveys were completed.

B. SWOT Analysis

A SWOT analysis concentrating on Apple was used to determine the strengths, weaknesses, opportunities, and threats for the company, specifically regarding their sales potential and sales strategies.

3. Results

1. Result #1: SWOT Analysis


* Strong brand image

* Strong customer loyalty

* Effective retail stores

* Robust financial performance

* Focused R&D during innovation


* Product recalls1

* Highly complex hardware and software that can contain defects in design and manufacture

* Defects also possible in products that Apple purchases from third party companies

* Patent Infringement1

* At the end of the fiscal year 2009, Apple was defending more than 47 patent infringement cases.

* Can affect operating results

* Share in the corporate market

* Apple offers a very limited support and sales team for corporate customers.

* Apple lacks the third-party management tools that competitors already have in the corporate market.

* Mac’s generally cost more than PC’s.


* Software: Apple’s greatest hope for sustained growth

* “Genie in Apple’s multibillion-dollar hardware business.” [ 1 ]

* Strong Smartphone market share1

* Apple became the third largest player in the Smartphone market segment in 2009 since launching its first mobile device, the iPhone in 2007.

* Continuing growth in demand for mobile PC’s1

* Apple is one of the five top leading players in the mobile PC’s market segment.

Movement into the corporate market

* Small businesses and large corporations alike are beginning to embrace Apple by supporting and purchasing Apple products and creating applications for their customer’s Apple devices.

* As of September 2010, 50% of the Fortune 100 companies are already thinking about using the iPad for corporate use and 80% were supporting the iPhone.

* Surveys found that 79% of IT departments say they’ll allow more employees to use Macs in 2011, and 82% will increase iPhone integration for e-mail and applications.

* Being an apple-friendly company is a good recruiting tool because many job applicants today are infatuated with Apple.


* Intense competition

* Highly competitive and rapidly evolving industry.

* Rapid changes in technology result in frequent introduction of new products with competitive prices, features, and performance characteristics.

* Players in the mobile phone market (nokia, htc, RIM, palm, Samusng, and LG) launched their own Smartphone devices after the iPhone raised demand for Smartphone’s with touch functionality.

* Dependence on specific suppliers

* Uses third party suppliers for various components used in its products.

2. Result #2: Apple Sales Strategy Survey Analysis

4. Recommendations

1. Recommendation #1: Re-enter the corporate market

Apple used to have a fairly strong corporate market share. The Microsoft Excel spreadsheet, launched in 1984, appeared first on the Apple Mac, and was the foundation for Apple’s presence among accounting and financial departments. [ 22 ] Apple stopped competing for corporate business in the 1990’s. Re-entering the corporate market would drastically increase Apple’s sales by appealing to businesses as well. If Apple were to attract the enterprise market, businesses would purchase Apple products in very large quantities. Apple should implement this sales strategy by using the popularity of the iPhone and its benefits to break back into this market, and ultimately have Apple Macs on the desks of all businesses.

Apple should work on developing software geared more towards businesses and IT departments. Apple’s Smartphone segment represents their best chance in years to tap into the corporate market.

The two biggest challenges facing Apple are brand and sales strategy. Apple’s brand means very little to an average corporation. Mac computing desktops require bigger budgets and don’t have support infrastructures. Corporations are usually on a first name basis with sales representatives and account teams with companies like Dell, IBM, and Cisco. Apple can best fix this situation by creating a support and sales team specifically focused on the corporate market. The sales and support teams will be responsible for building the Apple brand in the enterprise market.

2. Recommendation #2: Apple should make the iPhone and iPad compatible with Adobe Flash.

If Apple would sacrifice some of their future revenue by making Flash compatible on the iPhone and iPad, their sales would significantly increase, and it would also make the Web browser much more attractive. Many consumers are turned away and discouraged because Flash is not available for download on these products. Apple has eliminated all methods of acquiring content on these devices from sources not owned by Apple. Consumers wanting to purchase iPad’s and iPhone’s are forced to buy all media from iTunes. Consumers want to be able to download Flash, so they can use free websites to access media.

3. Recommendation #3: Ensure that all current and future products have similar interfaces.

As Apple continues to introduce product extensions and new products into the market, they need to make sure to continue assimilating each individual product in order to increase the desire of having an “Apple portfolio” of products. Customer’s love Apple products because they don’t have to adapt to a new product once they already have experience with existing Apple products. Apple should consistently use hardware and software that they used for all their previous products.

5. Recommendation #5: Apple should gain access to additional distribution channels and sales outlets in the international market. (international presence)

Apple has a substantial international presence, but should expand further into untapped countries such as China, most Arab countries, and most of Africa. Apple should create alliances with international service providers, which would increase iPhone sales in those countries. International sales have been a large portion of Apple’s overall sales, thus they should maintain their focus on those markets.

4. Recommendation #4: Apple should reduce prices.

Apple should drive down costs per unit to enable price reductions to attract more customers. Although Apple’s premium price has been successful, their products are priced higher than all competitor prices. If Apple used its R&D to innovate and create products with similar usability, but at a lower cost, more consumers would have the chance to be introduced to Apple. People are living in a tough economy right now, and would response to lower prices would likely be high.

5. Appendices (A-D)

Appendix A: Environmentally Improved Products

Source: Apple Inc. Company Website 9

Appendix B: Retail Store Analysis

Source: ifo Apple Store [ 22 ]

Appendix C: Apple Sales Strategy Survey

Appendix D: Apple’s Retail Store Customer Feedback Survey

1.Overall, how satisfied were you with your most recent experience at the Apple Store?

– 0 being not at all satisfied, 5 being neutral, and 10 being extremely satisfied

2. How likely are you to recommend the Apple Store to a friend or family member?

– 0 being not at al likely, 5 being neutral, and 10 being extremely likely

3. What would you tell someone to encourage them to visit the Apple Store?

– Short answer

4. How many people have you recommended the Apple Store to in the past 12 months?

– Fill in blank

5. Employees were friendly and made me feel welcome.

– 0 being not at all satisfied, 5 being neutral, and 10 being extremely satisfied

6. I was assisted in a reasonable amount of time.

-0 being not at all satisfied, 5 being neutral, and 10 being extremely satisfied

7. I was given the personal attention I wanted.

– 0 being not at all satisfied, 5 being neutral, and 10 being extremely satisfied

8. Employees were knowledgeable about products and services

-0 being not at all satisfied, 5 being neutral, and 10 being extremely satisfied

9. It was clear to me how to make a purchase.

-0 being not at all satisfied, 5 being neutral, and 10 being extremely satisfied

10. The checkout process was efficient.

-0 being not at all satisfied, 5 being neutral, and 10 being extremely satisfied

11. Was this our first purchase at an Apple Store?

– YES or NO

12. Was this purchase primarily for business use?


13. Is this the first Apple product you have purchased?

-YES or NO

14. What other Apple product(s) do you own? (Select all that apply)

-Multiple choices

15. Did the store staff assist you in setting up your new iPad by adding your email account(s), installing or downloading software/apps, and/or configuring your calendar?

– YES or NO or It Was Not Offered

16. Please share any feedback you have on the set up experience. What went well and what could be improved?

– Short answer

Source: Apple Store Customer Feedback Survey9

6. Endnotes

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