Apple shows fear of feedback
Published: 05 Nov 2004 11:43 GMT
Customers visiting Apple's online store for the USA can now post their own reviews of the products they buy -- unless it's the latest iPod.
That's because, though users can offer their takes on a variety of Mac and iPod gear from other companies, Apple automatically gives its own products a "5-Apple" rating.
Apple allows customers to assign their own ratings, from one to five stars, to products from other companies, such as iPod cases and speakers. In a frequently asked questions page, Apple explains its thinking.
"We give all Apple products a rating of '5 Apples' because we think they're great," the company said. Apple went on to say, "Would you trust us to display less-than-perfect ratings on our own products? We didn't think so," but deleted that line Thursday afternoon.
An Apple representative declined to comment on the reviews policy.
Customer reviews have been an important feature on independent online stores for some time. Amazon.com, which has long had such reviews, recently expanded the feature so that customers can also post photos of the products they buy.
But the idea of customers reviewing products on a company's own site is more novel -- and indeed a bit trickier. Hewlett-Packard and Dell, for example, sell a variety of accessories and software from other companies, but neither offer customers a way to review either their own, or third-party, products. By making its own rating in apples, rather than stars, Apple does somewhat distinguish the difference in the ratings methods.
Apple has been trying to build a community around its sites, particularly its iTunes Music Store, where customers can post their own playlists, or iMixes.
Most of the initial reviews appear to be for accessories for the iPod digital-music player. Apple last week launched a separate online iPod Store within the broader shopping environment on its site (UK version here).
Those who want to review products need to register with Apple. The company examines the content of reviews over a few days, posting the comments to its site if they meet the company's terms and conditions. Apple requires that the review not be obscene, threatening or defamatory, among other conditions. The company also reserves the right not to publish any review.
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Full Talkback thread
8 comments
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Fear of legitimate comments has nothing to do with... Anonymous -
Why would Apple or any company for that matter ope... Anonymous
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The previous comments have it exactly right. Appl... Anonymous
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Apple should just leave off the "5 Apples" fo... OS11 -
More honest ratings could be accomplished by indep... Jose L. Hales-Garcia
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Apple gets plenty of unsolicited and solicited fee... Anonymous
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Please, at least show a little nouse when writing... Liam Doyle
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What a pathetic excuse for impartial journalism (a... Anonymous
