I’ll actually defend this decision. Customers barely ever write reviews on apple’s website, and mostly it’s just to complain. When you compare the reviews to websites like amazon, Best Buy, and Target, they tend to be higher because you get follow-up emails to review your purchase and all that.
First, most people will race to the forums to complain if there's a problem, not that many rush to write a positive review. So most review sites are strongly biased negative and to get the most out of the site, you've got be aware of that as a consumer.
Second, if Apple has the 98%+ satisfied customer rating Timmy is always bragging about, why is there a problem of so many people flocking to their site to complain. What orifice does Timmy pluck his satisfaction numbers from? I've had many, many Apple products I've loved and a few I've not been too happy with. How can Apple possibly know that? Now multiply me by all their customers, and how does Apple possibly have the basis for a guess on satisfaction?
Third, it's Apple's own website, why can't they follow up with unsatisfied customers as well as retailers like Best Buy? Isn't Apple the most valuable retail business in the world while Best Buy is a big box discount store?