Lots of people would have loved to find an Apple gadget underneath the tree this Christmas. But it seems the Californian technology giant’s innovative inventions weren’t top of everyone’s wish list.
According to credit score agency Experian, more people searched for how to exchange or return Apple products than anything else. The American tech firm was the retailer with the most searched for ‘returns policy’ online on Christmas Day.
James Murray, who is digital insight manager for Experian Marketing Services, said he believed grandparents and parents buying Apple gifts for others could have been confused by the array of gadgets starting with i. So, some exchanges could be because youngsters asked for an iPad but got an iPod perhaps – after all, there’s only one letter in it. And, the addition of the iPad mini to Apple’s product range could have led to even more confusion.
“Sadly,” said Murray, “not everyone gets exactly what they want at Christmas and so Christmas Day and Boxing Day are key days when consumers go online to spend Christmas money or organise returns for unwanted gifts.
“Interestingly, Apple was the most searched for returns policy on Christmas Day this year, and yet five of the top 20 gifts this year were Apple products.
“This is probably a case of parents and grandparents confusing the various models of iPads and iPods available as, although an iPad Mini and an iPod Nano might sound similar, they are clearly very different products.”
But some simply believe that Apple appears most on the most returned list because it has so many products on people’s Christmas lists.
Tim Worstall, writing for Forbes, said: “Let us think this through. Apple has five pieces of kit in the list of the top 20 Christmas gifts this year. Assuming a simple straight line extrapolation, we’d expect the company manufacturing one quarter of those gifts to gain one quarter of the searches for returns policy.”
It seems as though there were a lot of people unhappy with their gifts this year as, overall, internet searches from those looking for retailers’ returns policy grew by a staggering 250 per cent compared to last Christmas.
After Apple, disgruntled gift recipients looked up returns policies for Argos, Harrods, Debenhams and Toys R Us.
The returns searches come after Apple’s gizmos were among the most searched for terms of the year, according to Google, Yahoo and Bing. According to Google, the gadget of 2012 was Apple’s third generation iPad, which was released at Easter, followed by the iPad mini. Bing had the Apple iPhone 5 as the most searched for gizmo while the iPad and iPhone 5 were also in Yahoo’s top 10 searched for gizmos. So, even if some Apple gadgets were returned, the Californian tech giant will still surely have been pleased by the level of interest in its products.
By the way, just in case you’re wondering, Apple’s holiday returns policy is that items bought at the Apple Online Store that are received between October 27 and December 25 may be returned through to January 7, 2013.