brand
Usability failure for Apple.com, and the power of brands.
Inflammatory headlines aside, I’m focussing on the Account section of the Apple.com/uk site. This is a slightly biased rant, because I’m the one being put through this pain.
Here’re the issues I have with this part of the site:
- Let’s face it: the opening page for the account section of the site is, comparatively speaking, shite. It looks neglected, and doesn’t inspire confidence in the account-handling process (despite the Apple brand-wagon looming over me like an omnipresent God, urging me that it can do no wrong)
- It’s managed to bugger up my details (more on this later)
- It has shoddy form rules/logic that get in the way of me trying to update those incorrect details
These three things would, for a lesser brand, probably destroy confidence (and therefore conversion)…but because it’s Apple, it gets away with it. Even a cynical so-and-so like me stuck with the inconsistencies and annoyances just to have the pleasure of lining their pockets yet again. Weird, isn’t it? More on that later, too.
Read on to find out exactly what’s pissed me off!
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