Sales have been strong — but early reviews suggest there may soon be a lot of people seeking refunds.
While the Apple Watch is certainly still in its early days, as of last Friday, more have finally been able to test it out, whereas before only select celebs and journalists were privy to using it. So the reviews are rolling in, and while they’re mixed, a few common concerns and complaints and concerns suggest the Apple (AAPL) wearable still has a long way to go from Version 1.0 if it is to become as ubiquitous as the iPhone or iPad.
During pre-orders for the Apple Watch, the company reportedly moved 1.7 million units in the U.S. alone — and sales projections indicate that it sold more on day one through pre-orders than Android Wear watches did through all of 2014. But last month, ReadWrite predicted that while Apple Watch sales would be impressive, the product would end up a disappointment for consumers. In short, returns are likely. Now that the Apple Watch is out, many early reviews of the wearable support the prediction that early adopters will soon be looking up the Apple Watch return policy.
“The Apple Watch looks like an excellent product likely to yield record sales,” wrote Christian Cantrell of ReadWrite. “But no matter how good it is, the device seems destined to become the most unpopular product in Apple's line-up—one that will top the charts for returns, resale and abandonment.”
An overwhelming learning curve
Many users who have been frustrated with the Watch have described it as overly complicated. Apple has gained a reputation for building products that are easy to use — but that simplicity factorseems to have fallen by the wayside with the firm’s first product under Tim Cook’s leadership.
After using the device for five days, USA Today’s Jefferson Graham said he’s still not convinced it’s a product he needs, claiming that it's easier just to use the iPhone for most of its functionality. He even went so far as to call it “the most complicated product I’ve ever seen come from Apple.” According to Graham, the Watch requires users to constantly enter their passwords, which can get annoying.
The best feature, Graham said, is that when he was driving and typed in the address on his phone, the GPS and mapping info came up automatically. Unfortunately, that still meant he had to look at his wrist while he was driving, when it makes far more sense (and is much safer) to hear the directions aloud via the iPhone.
Worst of all, Graham noted that the face goes dark a lot, forcing him to jiggling it to turn the screen back on, or if that doesn’t work, to press a button so the face lights back up. So even the Watch’s most basic function — telling time — is disabled until you reactivate it.
He’s not the only one that noticed this issue. In Steve Kovach’s review on Business Insider, he estimated that his Apple Watch’s display is dark 99 percent of the time.
Underwhelming apps and battery life
Last Thursday, the app store went live with with more than 3,000 apps for the Watch, and considering that the popularity of the iPhone and iPad can be largely attributed to third-party software developers, it’s obvious that these applications will play a key role in convincing consumers they need this device. After studies have showed that teens are decreasingly interested in buying the wearable, many experts have surmised that they are taking a “wait and see” approach — holding out for killer apps that inspire them to purchase the Watch.But still, Kovach claims that “most of them stink.”“Too many like Twitter, Instagram, and news apps like Digg or The Wall Street Journal try too hard to shrink the smartphone app experience for a tiny screen,” he wrote. “It doesn't work. I don't need to squint at tiny Instagram photos on my wrist.”
And what of the somewhat disappointing battery life? It was one of the earliest concerns regarding the success of this product, and a number of users are already reporting excessive drain from the Apple Watch on the iPhone’s battery, as well as problem with charging the device, according to posts on Apple’s discussion forums and Twitter, as noted by MacRumors. In other words, the Watch makes the most common iPhone challenge even worse.
A varied return process
So, considering all of these gripes and grievances, it’s important to note that the company’s standard return policy applies to the Apple Watch (which costs $549 for the standard stainless steel, or $349-$399 for the Sport). That means that as long as the product has been purchased directly from Apple (either at a retail store or online), customers have 14 days to return it from the date they received it. But to get a refund, the device must be repackaged with all the cords, adapters and documentation that were included when it was bought. Since the policy depends on the date the customer receives their Watch, that means those who pre-ordered it still have a full two weeks to test out the wearable before their deadline to return it. All Apple Watch online pre-orders can be shipped back to the company or, alternatively, brought to an Apple retail store in the same country of purchase for a refund in the original form of payment.
But returning the expensive Apple Watch Edition won’t be as easy: In the case of the product line’s luxury version, the return process involves a complex three-part process, including the use of a microscope and scales.
While customers still have 14 days to bring it back, refunds must be authorized by the store manager, and only after two inspections have been conducted. First, the manager does a visual inspection to make sure the device is in its “original condition” with no obvious tampering, damage or engraving. Then, the wearable is given to an employee (a "Genius"), who carries out two-part inspection with a special set of tools: Using a microscope to check for the faintest hint of cracks and then placing it on weighing scales to confirm that no gold has been removed from the casing.
It makes sense that Apple would be extremely cautious about accepting returns of such a costly product (priced between $10,000 and $17,000), but that means customers will have to be equally careful when deciding to buy it.
And Apple is already strategizing ways to discourage complete refunds. A memo to Apple Store employees that was obtained by MacRumors reveals that the company will allow customers the option of exchanging bands when trying to return the device. If a buyer wants to return it because they’re unhappy with the style, sizing or color, staff are instructed to suggest the band swap. However, replacement bands "must be within the same collection as the watch and must be an available band option for that watch face." Apple's 14-day return period applies to this strap swap program, and exchanges will only be completed on items purchased through the Online Apple Store, Apple Store app or a "Kiosk.”
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