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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{ 8 comments… read them below or add one }

Ed38512 April 18, 2013 at 1710

Maybe Apple should have talked to their service providers and asked what happens in the real world outside the “Apple Bubble” as to what people need first!

This is not news to all the dedicated service professionals (aka the REAL Genius’s) who support Apple products and work one on one with customers in their homes and places of business; the customers who depend on Apple products and cannot drag their Macs to the mall.


Throwthatham April 18, 2013 at 1908

It’s all about the money….


Darwi April 19, 2013 at 1556

If that was true they would be charging alot more.


Joe Apple April 21, 2013 at 0741

One to One has never been about the money for the program itself. $99 for all those private lessons? It’s all about engendering customer loyalty. Hook ‘em into coming back to the store multiple times and they will spend more money over time. This is established fact. It’s why the NPS system is in place in so many businesses now – if you create Promoters, they will propagate more Promoters and your business will increase.


Actual employee April 18, 2013 at 1957

What do you expect. The service was created to help folks set up their new Mac computer so yeah it is expected to be done before you start messing around on it. And for your new computer not some old crap you have lying around etc. dealing with old computers, merging accounts etc takes a heck of a lot more labor than $99 covers even if you assume we get minimum wage. And then they get all that training.

We lose money with every membership because unlike those other guys we don’t charge by the hour etc. so get the bug out of your butts about us taking stuff away from you before Tim Cook etc decide to just nix the whole thing and make you start paying what the ‘real’ techs do


Hmph April 22, 2013 at 0840

We’ve always been told to encourage customers to have their data transfers done immediately or ASAP. It just leads to frustration and detractors if done at a later time.

And why would anyone assume retail employees make minimum wage? New specialists make double that in my market with no prior retail experience.


Hmph April 22, 2013 at 0841

Not to mention we have Geniuses doing them now, so my figure is still conservative.


Actual employee April 22, 2013 at 0920

Encourage is not the same as enforce. I’ve had folks come in 11.5 months into their membership and want stuff moved and merged from an old computer. I’ve had them come in wanting us to transfer from their PC to the old tiger running MacBook their son gave them cause he got a fancy new computer and bought them a membership.

And I’ve had folks seem to think that I make peanuts cause I work retail, even at Apple. But as I said, eve with that assumption you are getting a huge discount cause outside companies even doing what the new rules allow will charge an easy $20 and up an hour often with at least a 2 hour minimum. And that’s in their shop. They come to you expect to pay more like $40-50 an hour.


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