How Apple blew the launch

[goMac]

If you didnt/don't care when you get your iPad, why not just order online like the thousands of other sane, non-whiney smart people? Not only does it guarantee you an iPad, it completely eliminates the "place in line" drama!

Because I have to get one for my parents within the next few weeks? Long story...

you really think it's cost effective for apple to figure out the exact product mix of ipads to each store and package and ship them out accordingly?

Yes, actually. This is exactly what every company does in the industry. Usually if you do a pre-order this becomes pretty easy.

This is also what Apple's done for every launch prior.

 

[devonworrell]

Loyal Apple Customer now very angry with Apple

Many mistakes were made by Apple. Many people waited in line and went home empty handed. This is not good for the people or for Apple. I believe you would be wrong if you think that Apple wanted 10's of thousands of people to go home empty handed. Apple has lost significant goodwill, from those that did not have their expectations met.

They launched two weeks earlier than they should have given the demand. If they had built units for another few weeks, they would have satisfied all the customers that wanted them and there would not be the waste of time by many standing in lines or waking up in the middle of the night to order online.

They allowed people in line to buy multiple units. Many in the lines were scalpers and resellers that bought 4 or more, thus preventing the "individuals" in the lines from getting anything. They know the demand and should have limited purchases in the lines to one unit.

They launched 18 models at the same time which they could not reasonably hope to deliver in the correct mix and quantity.

They launched at too many retail outlets at the same time. Trying to satisfy the needs of every Walmart, BestBuy, Sams Club and Apple Store could not reasonably be expected.

They have not put up the nightly update on what will be available the next day in the stores so that those still strongly desiring one can go wait in line in the morning. This of course because they don't want to show just how limited the supply really is. They will of course eventually do this as it will take several months before supply will meet demand, but they won't do this until the realize just how unhappy their customers are becoming. They will push us to the brink and then come to our rescue.

Yes, I am one that stood in line from 2:30pm, only to find out that they ran out of the ATT units long before I got to the door at 7pm and was told they had none. They didn't go though the lines asking what type and quantity each person wanted so that they could warn that some units might not be available.

Far too many mistakes IMHO.

 

[goMac]

Another thing to keep in mind was that the iPhone 4 launch was much higher volume, but still much better managed, and caused less aggravation.

Apple has shown they can do better, and if this launch meets Apple's standards, than Apple's standards must be pretty low. This is the sort of insanity I expect from other tech companies, not Apple.

 

[corriewf]

I don't think Apple blew the launch at all. I feel bad for people who lined up well in advance and got shut out. At least where I was (Mall of America, Minnesota), I suspect that everyone that lined up at least 1 1/2 - 2 hours in advance probably got the one they were looking for (based on the fistful of cards, separated by type, that store employees were carrying around). And maybe a lot more than that.

I dont think it was any more devious than, because of the Verizon iPhone rollout, Apple wanting lines at opening and deciding not to offer pre-orders very much in advance or in-store pickup. I was in a line for three hours with a bunch of really nice people who love Apple products. In the big picture, that's not so bad.

Bet you wouldn't be saying that if you waited in line and left empty handed.

 

[Surf Monkey]

Bet you wouldn't be saying that if you waited in line and left empty handed.

Don't make the mistake of thinking your viewpoint is universal. It isn't. If I'd left empty handed I would have been disappointed, but it wouldn't change my assessment of the launch, which I think was a huge success.

 

[goMac]

Don't make the mistake of thinking your viewpoint is universal. It isn't. If I'd left empty handed I would have been disappointed, but it wouldn't change my assessment of the launch, which I think was a huge success.

From a sales perspective, not a customer service perspective... Even if I got one, I'd still think it wasn't good for customers.

 

[kansas-cty-shfl]

I'm sure this has already been said but I suspect the launch went exactly the way Apple wanted it to. Long lines and stores selling out instantly grab a lot of headlines which in turn contributes to brand recognition. Also think of all the foot traffic this will generate for Apple stores with people popping in and hoping to be in the right spot at the right time for that next shipment, which of course no one has any idea when it will arrive or how big it will be.

 

[Surf Monkey]

From a sales perspective, not a customer service perspective... Even if I got one, I'd still think it wasn't good for customers.

You're welcome to think whatever you want. I see precious little evidence that the launch was anything but a success for the vast majority of people.

 

[dmaul1114]

Don't make the mistake of thinking your viewpoint is universal. It isn't. If I'd left empty handed I would have been disappointed, but it wouldn't change my assessment of the launch, which I think was a huge success.

It was a huge success for Apple from a publicity standpoint with all the media coverage of the lines etc.

But it wasn't necessarily a success for customers who had to wait in line for hours and still maybe not get the model they wanted. Not to mention those who can't line up on a week day because of work etc.

But that said, it's not a big deal either. It's a luxury tech item and those tend to be a pain to get around launch and best to just order online or wait a month or two unless you're a person who enjoys line waiting and/or hunting around shopping for things.

I just ordered online (should be here Thursday) as I'll never wait in line or hunt around for things. I spend enough time earning my money, I'm not going to waste that kind of time and effort spending it! But to each their own of course.

 

[Surf Monkey]

No one forced anyone to line up. We all knew we were taking our chances.

 

[DIMEZ]

i think thay handled the launch very well....even gave us free chic fila nuggets and sanwiches

 

[dmaul1114]

No one forced anyone to line up. We all knew we were taking our chances.

Of course. But that doesn't mean people don't leave disappointed and disgruntled by the experience.

Apple made the choice the lines for free publicity where more valuable than just having preorders and making it easier on customers.

Or just launching a couple weeks or a month later when they'd have more stock on hand.

Again, I don't see it as a big deal personally. But it definitely would have been a lot smoother if they'd done pre-orders like for most past launches and video game console launches etc. which at least keep the die hard fans who want one at launch mostly happy.

 

[Surf Monkey]

Of course. But that doesn't mean people don't leave disappointed and disgruntled by the experience.

Not to be crass, but... so what? Like I said: no one forced anyone to line up. Disappointment is fine. Relentless, arguably irrational bashing is something different.

 

[DiamondMac]

Whenever I see these threads, I have to laugh at the high, high majority of people telling others to just "shut up" and "Apple did awesome no matter what you say"

Nevermind that about 99% of those same people at some point complain about either Apple or their products in other threads, but most of them GOT their iPad

If I waited in line for hours and got nothing, I would be mad and I would be willing to bet everyone else would as well. But online, everyone can say whatever they want so I am sure some will respond that they wouldn't be, etc...right

I thought Apple did the launch quite well. With that said, if I waited for hours and/or wanted an iPad 2 and couldn't get one, I would be annoyed.

So, to everyone telling others to shut up, please shut up with any complaints you may have in any other threads (which is directed at many of the first few pages of people...2 of which are crying on the 1st page alone about another iPad topic)

 

[MBPLurker]

Even though people left stores disgruntled, do you think it made any of them want the actual product any less? Not a chance. If anything, it only intensified their search as a sort of personal challenge.

Apple won't lose any sales because of limited supply launches. Now, when the "next big thing" comes out, these previously-disgruntled customers will be sure to be extra early to buy whatever it is (likely buying it even before they figure out if they actually wanted it or not ) because they know the anguish of having to search for scraps after missing the initial supply.

 

[goMac]

You're welcome to think whatever you want. I see precious little evidence that the launch was anything but a success for the vast majority of people.

I was about halfway through the line, and I know people in front of me weren't getting the models they wanted, if any at all...

So depending on how you define vast majority...

 

[dmaul1114]

Not to be crass, but... so what? Like I said: no one forced anyone to line up. Disappointment is fine. Relentless, arguably irrational bashing is something different.

Like I said, it's not a big deal in my eyes. But it's always best for a company to put customer convenience and satisfaction ahead of free publicity from long lines.

That's all I'm saying.

Personally, I couldn't care less as I think it's pathetic to line up to spend money, and I'm not much of an Apple fan (just nothing better out in the Tablet market and I've waited over a year) so a line of Apple fans is one of the last places I'd want to be!

I hate shopping and order most everything online anyway. I wish they'd of had preorders or at least more stock on hand so online orders would have arrived early next week. But I can't complain with a Thursday delivery date for what's essentially a toy anyway!

Even though people left stores disgruntled, do you think it made any of them want the actual product any less? Not a chance. If anything, it only intensified their search as a sort of personal challenge.

Probably true of most. Though I do have one friend who was thinking of getting one, but was annoyed by the long line by the time he got there and just ended up with a Xoom instead. But he was on the fence between the two already.

Apple won't lose any sales because of limited supply launches. Now, when the "next big thing" comes out, these previously-disgruntled customers will be sure to be extra early to buy whatever it is (likely buying it even before they figure out if they actually wanted it or not ) because they know the anguish of having to search for scraps after missing the initial supply.

Sadly, probably true. People are sheep when it comes to needing to have the latest hyped gadget right away (and I'm bad enough myself on that front) and going to big inconveniences to get them. And Apple fans seem worse than most on that given how long the lines are every time there's a major product launch.

 

[hyoi]

It was a huge success for Apple from a publicity standpoint with all the media coverage of the lines etc.

But it wasn't necessarily a success for customers who had to wait in line for hours and still maybe not get the model they wanted. Not to mention those who can't line up on a week day because of work etc.

But that said, it's not a big deal either. It's a luxury tech item and those tend to be a pain to get around launch and best to just order online or wait a month or two unless you're a person who enjoys line waiting and/or hunting around shopping for things.

I just ordered online (should be here Thursday) as I'll never wait in line or hunt around for things. I spend enough time earning my money, I'm not going to waste that kind of time and effort spending it! But to each their own of course.

I ordered online, too, and stood in line. (20th in a line, I thought I had a reasonable expectation to get my first or second choice, but they were sold out of pretty much everything but the 16GB wi-fi by the 10th person.) As to the question of whether it was a success for "most" people, judging by what I'm reading here, enough people seemed to settle for something other than what they planned, that I'll be curious to see how quickly refurbs start showing up as people exchange the ones they settled for for the ones they really wanted. If Apple has a ton of returns to unload in a couple of weeks when the furor dies down, that will be a clue to how successful the launch really was.

 

[corriewf]

Many people thought that since Apple wasn't doing a preorder, they would have more than normal stock. They didn't even make it more than an hour here. Why did they forego the option to reserve in store for the next stock up like they did in the past. No fuss. No constant calling.

Yeah I think most people will still buy the iPad 2 that feel disgruntled. But I bet they won't stay loyal in the future. I know I won't. They lost that from me by providing a poor customer experience. I will definitely be more entertaining of competitors in the future.

 

[ks-man]

Anybody who is standing at the back of a huge line knows they are taking a chance that the store will be sold out of the model they want or all models by the time they get to the front. I promise that Apple employees wouldn't guarantee that if you wait in line, you will get one. A customer who is waiting in the line and later finds out they are sold out has every right to be annoyed. To say it never crossed their mind that it could happen is either lying or crazy.

I waited in a long line at the Apple store for the iPhone 3G and was very nervous that by the time I got to the front they would be sold out. The iPhone 4 was different since I reserved one, but that was a different launch, different supply levels. When you don't have one on reserve (which nobody did) and you choose to wait in line you are accepting the risk that you may walk away empty handed and wasting a lot of time.

So as I said before you have every right to be annoyed but to call the launch a failure because you (and others) are annoyed is absurd. I would bet heavily that less than 5% of those "annoyed" people will speak with their wallets and go buy an Android tablet.

 

[ks-man]

Many people thought that since Apple wasn't doing a preorder, they would have more than normal stock. They didn't even make it more than an hour here. Why did they forego the option to reserve in store for the next stock up like they did in the past. No fuss. No constant calling.

The Apple Store by me had an astronomical line Friday night (we went to dinner in the mall and checked it out). The following day at 4pm I called to see if they were sold out as my mother wants one. The employee told me they sold out a few hours ago. So not all stores sold out in an hour. My local store had enough to handle the line outside which by my estimate had over 500 people at 5:15pm and over 200 at 6:30pm and still had enough to make it through the Saturday morning hours. Granted the most popular models may have sold out before the end of Friday.

 

[dmaul1114]

Anybody who is standing at the back of a huge line knows they are taking a chance that the store will be sold out of the model they want or all models by the time they get to the front. I promise that Apple employees wouldn't guarantee that if you wait in line, you will get one. A customer who is waiting in the line and later finds out they are sold out has every right to be annoyed. To say it never crossed their mind that it could happen is either lying or crazy.

Yeah, I get that it's a known risk.

My point is more that I appreciate it more when a company does pre-orders, holds off on launching until they have a lot of stock on hand relative to demand etc. so that taking a chance in a line isn't the only option to get one near launch.

Doing it this way shows they care more about generating demands and lines for free publicity than making it as easy as possible for their customers to get their products as quickly as possible.

And again, while not a big deal to me as I'm not a "got to have it day 1!" type of person, that does bother me a bit. But it's typical as we're in an age where customer service is pretty much dead and Apple is far from the worst offender on that front.

 

[tracerhawk]

Even though people left stores disgruntled, do you think it made any of them want the actual product any less? Not a chance. If anything, it only intensified their search as a sort of personal challenge.

Apple won't lose any sales because of limited supply launches. Now, when the "next big thing" comes out, these previously-disgruntled customers will be sure to be extra early to buy whatever it is (likely buying it even before they figure out if they actually wanted it or not ) because they know the anguish of having to search for scraps after missing the initial supply.

Not really the case at all. I left the store disappointed, was 6th in line on Saturday, and all they had from the new 150 unit shipment were white and 16gb ones. I was told 30 second before the Apple rep took me in that they did have the unit I wanted in back. When I got in, turns out they didn't have it, even though they confirmed over their radio they did.

Do I still want an ipad 2? Definitely. But the customer service experience definitely makes me want it less. Add on the light bleeding issues many people are having, and that makes me want it even more less. I don't mind waiting in line a couple hours to buy a product. But I do mind being lied to outside the store right before they let you in, and I do mind waiting in line for a long time only to have a good chance at getting an iPad 2 that has the light bleed issue which seems more common than rare.

While the launch is probably a good success for Apple (not counting repercussions from the light bleeding issue), what is a success for the company isn't always a success for it's customers. They've taken someone who was excited about the experience and the product, and tarnished a lot of the excitement for it, which is also a factor if future purchasing decisions that involve Apple and their competitors.

 

[ks-man]

Yeah, I get that it's a known risk.

My point is more that I appreciate it more when a company does pre-orders, holds off on launching until they have a lot of stock on hand relative to demand etc. so that taking a chance in a line isn't the only option to get one near launch.

Doing it this way shows they care more about generating demands and lines for free publicity than making it as easy as possible for their customers to get their products as quickly as possible.

And again, while not a big deal to me as I'm not a "got to have it day 1!" type of person, that does bother me a bit. But it's typical as we're in an age where customer service is pretty much dead and Apple is far from the worst offender on that front.

Apple has a lot to consider when deciding when to launch a product. In the weeks leading up to the launch how much did we hear "When will the new iPad launch?" There are a lot of new tablets coming out and Apple needs to make sure that those potential customers don't go to Motorola, HP or somewhere else. Whenever Apple announces a product but doesn't launch it soon thereafter we also hear a ton of whining.

There was a reasonable supply of iPads. Clearly it didn't meet the demand but there is no guarantee that to be the case in 2 weeks. Right now Apple needs to ensure that customers buy an iPad rather than something else. This was strategically done and I believe they are happy with the launch. I don't know why they didn't allow the reserve at the store option. It is possible that they wanted the lines and the media attention. Again, that would be a strategic decision that they think will increase sales of the iPad or future products. Steve Jobs didn't say to Tim Cook, "haha, let's ******* with our customers and make them all wait in line for nothing."

Apple has become the second largest company in the nation as measured by market cap. They also have launched a number of successful products so I'm confident that Jobs and co. know what they are doing. They will never satisfy everybody.

 

[thesiren]

Why did they forego pre-orders and reservations?? Because they wanted to have long lines and sell out within hours, some in minutes. We know this already. It's fantastic headline material: iPad 2 Launch a Success, Nation-Wide Sell Out in Hours

Look, Apple did everything they could to give customers an opportunity to get an iPad. They chose Friday, the beginning of spring break, at 5 pm. They could have been real dicks and launched earlier in the day, before people got out of school and work, but they didn't. If you truly wanted one and didn't take the whole day off, then you should have known that your chances of getting a good spot in line were infantismal.
I live in a very big southern tourist-destination city, with a famously huge mall that prides itself on having the biggest apple store in the city at the epicenter of prime retail real-estate. My mall opens at 10am, I showed up at 11 and was the the 30th person in line. I walked out of the mall at 5:30 with the exact model, smart cover and camera connect accessory I wanted.
It's called strategy. Did we not learn anything from Justin in Dallas with the iPhone 4? And the ipad 2?? He pitched his tent on M o n d a y. Did he get his ipad 2? He sure did. Priorities, people. If it mattered to you to not have your time wasted, then you should have made damn sure you were the first person in line-- which means getting there early and camping out for the good part of the day. It's sacrifice. We do these kinds of things for the products we want. And if you couldn't get time off from your job, school, etc, then you KNEW that, and should have just ordered o n l i n e.

Isn't it better to have waited five-six hours and walked away with an iPad than to have waited four or more and walked out empty handed?