I was speaking to Apple about a possible return of a product and was expecting the usual quick, polite and useful process. This happened yesterday and I ended the transactions wondering what the hell had happened. After some time navigating the AI generated questions which failed over and over again- “I would like to return a product to a store’ response ‘Which part of sales do you want to speak to? Business, consumer, education?’ and so on I gave up and asked to speak to someone.

The conversation was emotionless from their side and with no options at all. I raised how this would be a problem and I felt like I was speaking to most other companies I have dealt with in the tech space, of which Apple has always stood out from. At the end of the conversation I said ‘So that’s it then I guess?’ Answer ‘Yes.’

Do I expect too much from Apple? I don’t think so. The products are expensive and decent support is part of that price, but even if I happened upon one person who should not be in customer service, the AI implementation is woefully poor and completely impersonal. It’s also unreliable and puts more wasted time on the customer.

Seems Apple cannot implement AI properly internally or externally. Disappointing…

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