Demanding Rewards Customers? For Apple, There’s Not an App for That.
The idea was nothing new: reward loyal customers with a gift certificate, a voucher, or some form of merchandise—anything other than cash. Cash can be impersonal; it’s what you give your gum-chewing babysitter, the anonymous man behind the register, or the angry super who fixes your toilet. So we’re guessing Apple didn’t expect this type of blowback from the public.
But it happened.
Despite shaky signs that the economy, and life in general, are poised for an upswing, brands must remember that the public is still overly sensitive when it comes to relationships.
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