I'm writing this in the Yosemite forum in the absence of finding a forum on the APP store. It's all about the user experience whilst purchasing. So after installing Yosemite on my previously perfectly working iMac I decided to purchase a $1.99 APP. Over 24 hours later I made the purchase ! Here is the line of events; Found the APP I wanted Pressed the price button Pressed the same button AGAIN to "Buy" A pop up asked for iCloud login I enter the password and login Strangely it suddenly states that I never purchased on this iMac (not true) and wants to identify me with question answers. I don't remember the answer (mainly because the questions are fixed and don't refer to things I remember). I try to recall what I could have entered and confirm Its a failed entry, so I try again Obviously I end up locking my account. So I connect to iCloud on Safari and go to manage ID. Here it says I need to wait a while for the account to get unlocked. I go to apple support site and schedule a call for next morning. I wait... until evening Locked out period expires. I go back to iCloud/Manage ID and go to "Questions and Passwords". The account is unlocked but I still have to enter the "correct" answers. I try once. Still a fail, so I opt to wait for the scheduled support call I wait... until the next day I get the call, explain the case I login again into iCloud/Manage ID/Questions and Passwords and get a "temporary pin" which I communicate to the support staff (who I must say was competent) The support staff resets the questions I re-enter 3 answers to questions that don't make any sense to me Go back to the APP store Click $1.99 Click Buy Login to iCloud Enter the answers to questions I get asked to "Confirm the desire to purchase" I confirm I get asked to confirm Billing information. Hey, its life or death, Apple does not have a "Title" (Mr, Mrs, Dr. etc.) for me I enter "Mr" (unfortunately they don't propose "close to nervous breakdown") and confirm, Again I get asked to "Confirm desire to purchase" I confirm FINALLY, the $1.99 purchase is made. Honestly, I can understand the underlying reasoning of apple in all of this but; 30 steps ?? It's just overkill and it is the result of Apple trying too many things at once; first purchase on a device, update customer record, and the purchase itself As my account is linked to a $20 scratch card, a bunch of questions/concerns are much reduced (no Title ? - come-on !) Updating customer records is a great thing, but ask them separately or when the effort is worth it I note that once you have a password, reseting questions only requires that you are patient and smiling on the phone (so security questions are not a strong security feature) Indeed I should remember my login credentials, but for that Apple needs to make those akin to my memory capabilities; why can a user not write his own question and write his own answer ?