So, Apple did it.

They have finally let me down.

Apple has, in my eyes, always had a golden hue. Ever since fifth grade playing Oregon Trail and seeing the first PowerMac (with this funny thing called electronic mail) Apple has always been my brand. The brand that I argue for. Need something? Apple can do it.

When Apple built the SoHo Apple store, then the Fifth Avenue Apple Cube and now the 14th Street Apple store, I realized that the company whom I have loved was moving into a new direction and I was excited. Rightfully so. Even after buying a lemon iBook and having it replaced with a brand new MacBook last summer. Even after having my 8 month old iPod fail and being handed an upgraded, brand new iPod.

Last week, in the course of my daily work, I needed, urgently, a LaCie Rugged 250gb hard drive. I called the SoHo Apple store and was told that that they had it in stock… but I should hurry down as they only had a few left. Okay, now chances are that there isn’t a constant run on Apple stores, but still, I asked: “Well, how many is a few.” But, do to “confidentiality” they couldn’t actually tell me. Odd. So, I hung up, a bit more confused than anything else.

Fast forward an hour, and I have now decided to downgrade to the LaCie Rugged 120gb hard drive for the lab. Called the Apple Store again to check. This time I was told that they sold them but due to confidentiality, they couldn’t tell me if they actually had any in stock. Now that just seemed a bit crazy. So I pushed a bit further — eventually I was told by the customer service person that even if they were allowed to tell me, she couldn’t because she is very busy, the people in the store are very busy, and that no one would be able to check and get back to me.

The story ends with me buying the hard drive from the NYU computer store, getting a $10 discount for the lab and being happy. So…, it worked out, right? No. The Apple store had made it clear to me that they wouldn’t assist me. Now granted, they may have been too busy to check exactly how many their were or to hold one for me, but to tell me that due to confidentiality they couldn’t tell me? Seems like an odd reason to say ‘no.’

I’ve had amazing customer service experiences with Apple in the past, so you best believe that this hasn’t made me a cynic or a hater. But it, at least for me, shows that no matter how well designed, how well functioning or how well liked your product is, if the “interface” doesn’t work, you’re probably going to get burned. In this case, Apple’s interface for this transaction—the staff member on the phone—tarnished the great product being sold by Apple and I ultimately went to a competitor. For me, this “issue” isn’t one related only to customer service but to any area where there is an intermediary between you and your customer.