Apple’s marketing team couldn’t keep track of the preorders and they messed up big time. They launched an innovative “upgrade Program”, but users were totally neglected. The customers didn’t get any help whatsoever and this has made them terribly angry. Apple pushed their retail stores and other stores were not catered. Users were annoyed because some stores were inaccessible. Apple faced another lawsuit and some problems were found in their Upgrade Program. Apple’s strategy was biased; they only helped the new customers. Apple’s old customers demanded similar treatment; they listened to everything Apple had to say. Apple didn’t give permission to online stores too; they were very strict this time.

California’s Court wants to hear Apple’s statement; they must have an explanation ready. The company has the right to set their priorities, but existing customers should get similar benefits. The members under this complicated program waited for hours, their request was denied. They came back multiple times, but the same message kept on popping. The device will arrive in the stores in 2‐3 weeks; they have to wait for some time. They made monthly payments to buy latest models, the procedure had no backdoors. Apple suddenly changed some points and fooled the customers. They never revealed this plan earlier, users are dumbfounded.

The stores are not trustworthy, they bring phones much later. The customers thought that this program will ultimately help them; they never questioned Apple’s motives. Apple didn’t want to lose any customer; they wanted the new as well as the old. After securing the new users, they planned to shift the focus to the loyal ones. The lawsuit surprised them, this is hurting their credibility. The payments will not stop in the meantime, this is even more frustrating. The disgruntled customers will quit this program and look for other options. Samsung has a simple procedure, they don’t believe in yearly programs.