Big Switch: More In-Store iProduct Repairs

May 10, 2013

The workload of Apple retail store Genius Bars is scheduled for a huge increase later this year, after the company introduces a revamped AppleCare product that includes a longer list of iPhone, iPad and iPod problems that will repaired in-house. The changes will reportedly save the company $1 billion a year, but could also significantly lower customer satisfaction with time-consuming repairs, instead of being handled in five minutes with a swap-out. According to AppleInsider, Apple vice president Tara Bunch announced today to employees that in-store repairs will be expanded to include display replacement, sleep/wake buttons and logic boards. Previously, repairs were only made for problems with speakers, receivers, home buttons, the vibrator motor and battery. The tipster did not report that Bunch announced additional Genius Bar staffing to accommodate the increased workload of repairs. According to AppleInsider’s tipster, the current AppleCare model will also change from product-based to customer-based, and free after-sales product support will be extended for a longer period. Apple’s Genius Bars are a significant link in the chain of customer satisfaction, along with the ability of iPhones, iPads and iPods to be restored from a computer-based back-up. In fact, the Genius Bar is the destination of over 25 percent of store visitors, who highly value the ability to simply swap-out a defective iProduct under warranty with a remanufactured one. Under the proposed plan, customers will have to wait some period of time for their iProduct to be repaired, but it’s not clear if that period will be several hours or overnight.

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{ 4 comments… read them below or add one }

Actual employee May 11, 2013 at 1114

This is not new. It’s been going on for ages. Totally legit per terms buyers agreed to when buying iPhones.

Done in house by Mac techs trained at Cupe. Longest wait time is perhaps an hour if several repairs come in at once. Which is actually rare since like 70% of appointments are software and another 10-15 are either damage or OOW and cx doesn’t want to pay and leaves.


Also actual employee May 11, 2013 at 2039

I agree with the first employee.

iPhone repairs have been performed for years, just recently they have greatly increased the number of parts that can be replaced, plus the in-store focus. We quote a 30 minute wait time as we always have a Mac tech rostered for iPhone repairs.

If a you really wanted the phone replaced, not repaired, you could make a fuss and it would happen.


another employee May 12, 2013 at 1917

I’m going to expand on what “Also actual employee” just stated and note that at least at my store, we do NOT replace the phone unless it is clearly needed. If a single part repair can fix the whole phone, then it is acceptable to do just that.

My mechanic doesn’t just swap my car for every little issue. Our Geniuses don’t swap Macs with hard drive issues. This is no different.

“If during the Warranty Period you submit a valid claim to Apple or an AASP, Apple will, at its option, (i) repair the Apple Product using new or previously used parts that are equivalent to new in performance and reliability, (ii) replace the Apple Product with a device that is at least functionally equivalent to the Apple Product and is formed from new and/or previously used parts that are equivalent to new in performance and reliability, or (iii) exchange the Apple Product for a refund of your purchase price.”


Also actual employee May 26, 2013 at 0015

Sorry, I should have clarified that it is a location-based law that would require the device to be replaced entirely if a major failure occurred if the customer chose so.


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