Apple Revises One to One, Limits Data Migration

April 18, 2013

For reasons that aren’t obvious, Apple has restated the terms of its retail store One to One service to limit how data migration services are offered for new Macintosh purchases. The service is significant, since the company reports that over half of Mac purchases are to new-to-Mac customers, including those with Windows PCs who want to move their existing data to a Mac. The U.S. term revisions appeared yesterday on the “Details” Web page for the One to One service, which is offered to new Mac buyers for $99 per year. For that price, a customer can receive Personal Training, Group Training, and Open Training at any Apple retail store, along with initial data migration from an existing Mac or PC to their new Mac. In the latest version of the service terms, data migration can now only be requested within the first 60 days of of the service, instead of any time during the one year service term. The installation of compatible Apple hardware is now limited to whatever was purchased with the new Mac. The store staff will now “assist” with the installation of software that a customer purchases during a Personal Training or Open Training session. Previously, the staff would “install” software, and the location of purchase wasn’t qualified. Data migration will no longer be performed via Wi-Fi for both Mac and PC computers. Instead, only Ethernet, Thunderbolt, Firewire or USB connections are supported. And lastly, Apple added one operating system condition for data migration—the Macs must be running the most recent version of OS X. Typically, retail service terms are changed whenever it’s discovered that the service is more labor intensive, more troublesome or more costly to operate than anticipated. From the term changes, it’s not clear which of those motives might apply in this case.

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