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IREU Top500 The Customer Report: 2018

IREU Top500 The Customer Report: 2018

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Apple Store: a company aesthetic

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Apple Store: a company aesthetic
Apple Store: a company aesthetic

Apple has long set the standard in everything from product design and user interfaces to devices and stores. Now it’s doing the same for the mobile retail app. Intuitively and clearly designed, Apple’s app is a thing of beauty in its stark simplicity.

But under the hood, it is also extremely functional and works across the EU.

Available in 14 European languages in the EEA region, the Apple Store app – not to be confused with the App Store – is a native app that offers not only a great view of Apple’s products and services but also transactional functionality.

On opening, it offers a simple menu that runs across the bottom of a display and that, at the time of writing, was a portal to discover more about the iPhone7, which had just been launched. Swiping reveals more details of other products, such as the newly relaunched Apple Watch.

To shop, the user simply has to tap a button. This initial menu also gives access to the user’s account and shopping bag. The shopping interface is scroll based and broken into categories of products.

Within the store, the app features at every turn a store finder as a key element of every page. It also has multiple – and high-quality – product images, the ability to zoom, product ratings and reviews, plus the ability to build product wishlists.

Additionally, it gives details of your devices if you are logged in and allows you to contact Apple Support direct from the app. There is a handy list of FAQs, refund policy details and much more, should users wish to dig deep enough. The app is fully searchable, so finding even these obscure corners can be easy.

On the downside, it can be slow to open, especially following an upgrade, when it needs the user to agree to the app using location data and other device information.

Overall, it is worth the wait and, if you are in the market to buy an Apple product – even if that’s just an Apple-endorsed phone case or charger cable – the app offers an exceptional checkout process, even letting you check out with Apple Pay if you have signed up to it. This allows you to purchase goods using your fingerprint on your iOS device, which adds to the air of a slick and easy user experience that many retailers would do well to try to emulate at some point soon.

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