The Cupertino-based company has shortened its return times from 10 days to under a week, according to a report by Reuters. Apple is now providing users interested in mailing back their products with a prepaid FedEx box that allows them to get free expedited shipping on their return to the company’s warehouse. It’s an important move for the company, since many of Apple’s top selling products cost hundreds or thousands of dollars.
Apple’s change in return policy could help it with competition from other retailers like Amazon and Best Buy. While Apple holds an advantage over its competitors from selling built-to-order Macs, it’s easy for customers to choose another electronics retailer for their purchase of stock hardware. The more purchases Apple can keep within its manufacturing and retail ecosystem, especially as it gears up for back-to-school shopping season, the higher its profits.
If Apple wants to hold onto its crown as the second-largest online retailer, the company clearly needs to step up its game for attracting customers. This new return policy could be a boon in that regard.