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Leaked Apple Training Videos Reveal Its Persuasion Tactics For Repairs
By Mikelle Leow, 22 Sep 2021
Image via Michele Ursi / Shutterstock.com
Why is Apple charging so much higher for repairs? Well, look no further than these induction videos that the company supposedly shares with authorized repair partners to tell them what to say when faced with this common question.
Clips obtained by Motherboard show trainees how to refute customers’ intentions to turn to cheaper repair alternatives, consequently undermining the quality of third-party services and parts. The news outlet’s source, part of the tech leaker community, had gained access to the videos after encountering a bug that allowed them to enter an Apple platform without signing in.
The resources were created to help service professionals rise above the growing market of cheaper parts comparable with Apple’s own.
Some videos appear to be works in progress, as indicated by the unnatural voiceovers and edits. However, Motherboard notes that the scripts used in the program echo what Apple Authorized Service Professionals have been telling customers.
One notable roleplay depicts a customer being astounded by Apple’s repair costs. “That’s way more than the shop down the street. Why is it so expensive here?” he asks, to which an Apple employee replies, “This quote’s for a genuine Apple part.”
The staff member continues: “Genuine means it comes from Apple… A genuine Apple part has to pass AppleCare engineering criteria. That means tests and tools that closely match the process in the original factory build. That way, the part is held to rigorous standards… So with a genuine Apple display, all the features you’ve come to rely on behave seamlessly, as if it just came off the line. That's not the case with third-party displays.”
As Macworld points out, the emphasis on “genuine” implies that only Apple’s repair services are kosher for Apple products, and dismisses the credibility of existing high-quality alternatives.
Another clip shares a side-by-side glimpse of an iPhone with a genuine Apple display versus one with an inferior third-party option. Motherboard questions if this is a fair comparison, since not all third-party versions produce the same effects.
The tech giant has come under fire for seemingly holding a monopoly over products and services, and plainly restricting third parties from independently fixing its devices. Things might be more manageable for the latter camp when the United States enforces stricter right-to-repair regulations.
It has been reported that, back in July, President Joe Biden ordered the US Federal Trade Commission to draft new right-to-repair rules so manufacturers would not prevent consumers from fixing equipment themselves.
Only two videos obtained by Motherboard were shown here. To read more about the supposed training program, head over to this report.
[via Macworld and Motherboard, cover image via Michele Ursi / Shutterstock.com]
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