Apple Invites Consumers to ‘Shop With a Specialist’

Apple is delving into live shopping to entice consumers as it deals with rising costs.

The tech giant on Tuesday (March 14) debuted “Shop with a Specialist over Video,” which lets shoppers interested in buying an iPhone can communicate via video with a salesperson, browse new phones and learn about things like trade-ins and financing.

“We’re constantly innovating to deliver an even more personalized experience for our customers, meeting them where they are to deliver the best of Apple,” Karen Rasmussen, Apple’s head of Retail Online, said in a news release.

“With Shop with a Specialist over Video, our team members are excited to connect with customers and provide exceptional service as they learn about which iPhone best suits them.”

The announcement came the same day as news that Apple was taking steps to reduce costs, while avoiding the drastic cuts and layoffs hitting many Big Tech firms in recent months. The iPhone maker is delaying bonuses, slowing hiring and cutting back on travel, per a report by Bloomberg News.

According to the report, divisions at Apple that once received twice-yearly bonuses will now get them annually, the way the rest of the company does. (This, however, does not apply to Apple’s top-level employees, whose bonuses will continue to arrive quarterly).

Apple will also limit its hiring and leave more positions vacant, and will begin requiring employees to seek approval from higher level managers when requesting travel budgets.

The company’s revenue for its most recent quarter fell 5% year over year, Apple CEO Tim Cook said during an earnings call last month.

He attributed this to COVID-19 restrictions and global disruptions that slowed shipments of the new iPhone 14 models and other hardware.

Apple could face broader challenges this year as a recent report by the research firm Gartner projects a drop off in device sales as consumers hold off on buying new electronics.

“The depressed economic market will continue to dampen demand for devices throughout 2023,” Ranjit Atwal, senior director analyst at Gartner, said in January. “In fact, end-user spending on devices is projected to decline 5.1% in 2023.”

However, Apple has reportedly been enjoying an influx of sales from younger consumers who have begun to prize its phones over Android devices.

As noted here last month, the company’s market lead is growing in Asia and Europe as Gen Z shoppers see iPhones as must-have devices. Even in South Korea — home to rival Samsung — Apple has been able to expand its presence, opening four stores in the country.