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Apple’s Product List UX

This is a usability benchmark of the product list, filtering and sorting experience of Apple and 49 other sites. The overall performance of Apple is poor. Some of Apple's biggest product list usability issues are due to broken Sorting, What Information to Include, and Available Filters. That said, their product listings perform great within Scope & Logic.

Rank: #26 of 50

Usability Score: 200

URL: store.apple.com

Reviewed by: Christian Holst

Poor
Acceptable
Good

Overall Product List UX Performance

93 Guidelines · Score: 200.0

List Layout

6 Guidelines · Score: -45.0

“Broken” Performance
Guideline #1: Not Applicable · Score: 0.0
Guideline #2: Violated High · Score: -31.7
Guideline #3: Violated Low · Score: -13.2
Guideline #4: Not Applicable · Score: 0.0
Guideline #5: Not Applicable · Score: 0.0
Guideline #6: Not Applicable · Score: 0.0
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Loading Products

5 Guidelines · Score: 95.2

“State of the Art” Performance
Guideline #7: Adhered High · Score: 31.7
Guideline #8: Adhered Low · Score: 15.9
Guideline #9: Adhered High · Score: 15.9
Guideline #10: Issue Resolved · Score: 31.7
Guideline #11: Not Applicable · Score: 0.0
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What Information to Include

8 Guidelines · Score: -52.9

“Broken” Performance
Guideline #12: Violated Low · Score: -21.2
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Violated Low · Score: -18.5
Guideline #15: Not Applicable · Score: 0.0
Guideline #16: Neutral · Score: 0.0
Guideline #17: Violated Low · Score: -13.2
Guideline #18: Neutral · Score: 0.0
Guideline #19: Not Applicable · Score: 0.0
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User Interface

5 Guidelines · Score: 42.3

Guideline #20: Violated High · Score: -37.0
Guideline #21: Neutral · Score: 0.0
Guideline #22: Adhered High · Score: 26.5
Guideline #23: Adhered High · Score: 26.5
Guideline #24: Adhered High · Score: 26.5
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Product Thumbnails

8 Guidelines · Score: 124.3

“State of the Art” Performance
Guideline #25: Adhered High · Score: 37.0
Guideline #26: Issue Resolved · Score: 37.0
Guideline #27: Not Applicable · Score: 0.0
Guideline #28: Not Applicable · Score: 0.0
Guideline #29: Adhered Low · Score: 13.2
Guideline #30: Adhered High · Score: 15.9
Guideline #31: Adhered High · Score: 21.2
Guideline #32: Not Applicable · Score: 0.0
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Hover & Hit Areas

5 Guidelines · Score: 76.7

“State of the Art” Performance
Guideline #33: Adhered High · Score: 26.5
Guideline #34: Adhered High · Score: 26.5
Guideline #35: Issue Resolved · Score: 31.7
Guideline #36: Violated Low · Score: -7.9
Guideline #37: Not Applicable · Score: 0.0
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Personalization

5 Guidelines · Score: 5.3

Guideline #38: Not Applicable · Score: 0.0
Guideline #39: Adhered High · Score: 26.5
Guideline #40: Not Applicable · Score: 0.0
Guideline #41: Not Applicable · Score: 0.0
Guideline #42: Violated High · Score: -21.2
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Available Filters

10 Guidelines · Score: -79.4

“Broken” Performance
Guideline #43: Neutral · Score: 0.0
Guideline #44: Not Applicable · Score: 0.0
Guideline #45: Adhered High · Score: 37.0
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Violated High · Score: -37.0
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Not Applicable · Score: 0.0
Guideline #50: Violated High · Score: -26.5
Guideline #51: Violated High · Score: -26.5
Guideline #52: Violated High · Score: -26.5
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Scope & Logic

10 Guidelines · Score: 172.0

“State of the Art” Performance
Guideline #53: Adhered High · Score: 37.0
Guideline #54: Adhered High · Score: 37.0
Guideline #55: Adhered Low · Score: 18.5
Guideline #56: Adhered High · Score: 37.0
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Adhered High · Score: 21.2
Guideline #59: Not Applicable · Score: 0.0
Guideline #60: Adhered High · Score: 10.6
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Adhered High · Score: 10.6
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Interface & Layout

11 Guidelines · Score: -71.4

“Broken” Performance
Guideline #63: Not Applicable · Score: 0.0
Guideline #64: Not Applicable · Score: 0.0
Guideline #65: Violated Low · Score: -18.5
Guideline #66: Neutral · Score: 0.0
Guideline #67: Violated High · Score: -26.5
Guideline #68: Neutral · Score: 0.0
Guideline #69: Violated High · Score: -26.5
Guideline #70: Violated High · Score: -26.5
Guideline #71: Issue Resolved · Score: 26.5
Guideline #72: Not Applicable · Score: 0.0
Guideline #73: Not Applicable · Score: 0.0
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Applying & Applied Filters

4 Guidelines · Score: 13.2

Guideline #74: Violated High · Score: -26.5
Guideline #75: Violated Low · Score: -13.2
Guideline #76: Adhered High · Score: 26.5
Guideline #77: Adhered High · Score: 26.5
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Sorting

11 Guidelines · Score: -116.4

“Broken” Performance
Guideline #78: Violated High · Score: -42.3
Guideline #79: Violated High · Score: -37.0
Guideline #80: Violated High · Score: -21.2
Guideline #81: Violated High · Score: -26.5
Guideline #82: Adhered High · Score: 26.5
Guideline #83: Violated High · Score: -26.5
Guideline #84: Issue Resolved · Score: 26.5
Guideline #85: Not Applicable · Score: 0.0
Guideline #86: Violated High · Score: -15.9
Guideline #87: Not Applicable · Score: 0.0
Guideline #88: Not Applicable · Score: 0.0
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Comparison Tool

5 Guidelines · Score: 37.0

Guideline #89: Issue Resolved · Score: 37.0
Guideline #90: Not Applicable · Score: 0.0
Guideline #91: Not Applicable · Score: 0.0
Guideline #92: Not Applicable · Score: 0.0
Guideline #93: Not Applicable · Score: 0.0
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All 50 sites were benchmarked across the 93 guidelines from the E-Commerce Product Lists usability study. During our evaluation, Apple's product lists, filtering and sorting implementation adhered to 30 usability guidelines, violated 24, and scored neutral on 6 occasions, while a remaining 33 guidelines weren’t applicable.

See methodology to read up on the evaluation criteria and scoring algorithm.

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Industry Comparison: Electronics & Office

Overall Apple ranks 26 when comparing their product listings, filtering and sorting UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 4 in the Electronics & Office industry.

Poor
Acceptable
Good

3. Newegg

4. Apple

5. Dell

6. Staples

“Broken” Performance
“Broken” Performance
“Broken” Performance
“Broken” Performance

1 More UX Case Study of Apple

We have also evaluated the usability of Apple in this other study:

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