Note: You have full access to this benchmark database in your Baymard Pro account.

Apple’s Product Page UX

This is a usability benchmark of the product page experience of Apple and 59 other sites. The overall performance of Apple is mediocre.

Notably, Apple's product page performance is hampered by poor The 'Buy' Section and Product Video & 360-View, although this is helped somewhat by good Product Descriptions and decent Image Gallery UI.

Rank: #25 of 60

Usability Score: 325

URL: apple.com

Reviewer: Edward Scott

Poor
Acceptable
Good

Overall Product Page UX Performance

98 Guidelines · Score: 325

Product Page Layout

8 Guidelines · Score: 23.0

Guideline #1: Violated High · Score: -17.9
Guideline #2: Not Applicable · Score: 0.0
Guideline #3: Not Applicable · Score: 0.0
Guideline #4: Not Applicable · Score: 0.0
Guideline #5: Not Applicable · Score: 0.0
Guideline #6: Adhered High · Score: 15.3
Guideline #7: Adhered High · Score: 12.8
Guideline #8: Issue Resolved · Score: 12.8
Guideline content only available in Baymard Pro – Get Full Access

Product Images

9 Guidelines · Score: 26.8

Guideline #9: Adhered High · Score: 20.4
Guideline #10: Violated High · Score: -17.9
Guideline #11: Adhered High · Score: 17.9
Guideline #12: Adhered High · Score: 12.8
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Violated High · Score: -12.8
Guideline #15: Adhered High · Score: 12.8
Guideline #16: Adhered Low · Score: 6.4
Guideline #17: Violated High · Score: -12.8
Guideline content only available in Baymard Pro – Get Full Access

Image Gallery UI

10 Guidelines · Score: 79.2

Guideline #18: Adhered High · Score: 17.9
Guideline #19: Not Applicable · Score: 0.0
Guideline #20: Adhered High · Score: 17.9
Guideline #21: Adhered High · Score: 15.3
Guideline #22: Violated High · Score: -12.8
Guideline #23: Adhered High · Score: 12.8
Guideline #24: Issue Resolved · Score: 12.8
Guideline #25: Adhered High · Score: 7.7
Guideline #26: Not Applicable · Score: 0.0
Guideline #27: Adhered High · Score: 7.7
Guideline content only available in Baymard Pro – Get Full Access

Product Video & 360-View

4 Guidelines · Score: -5.1

Guideline #28: Adhered High · Score: 12.8
Guideline #29: Violated High · Score: -12.8
Guideline #30: Violated High · Score: -10.2
Guideline #31: Adhered High · Score: 5.1
Guideline content only available in Baymard Pro – Get Full Access

The 'Buy' Section

11 Guidelines · Score: 25.6

Guideline #32: Adhered High · Score: 12.8
Guideline #33: Not Applicable · Score: 0.0
Guideline #34: Violated High · Score: -17.9
Guideline #35: Violated High · Score: -12.8
Guideline #36: Issue Resolved · Score: 12.8
Guideline #37: Adhered High · Score: 12.8
Guideline #38: Violated High · Score: -12.8
Guideline #39: Issue Resolved · Score: 12.8
Guideline #40: Issue Resolved · Score: 12.8
Guideline #41: Not Applicable · Score: 0.0
Guideline #42: Adhered High · Score: 5.1
Guideline content only available in Baymard Pro – Get Full Access

Shipping, Returns, and Gifting

7 Guidelines · Score: 30.7

Guideline #43: Adhered Low · Score: 6.4
Guideline #44: Adhered High · Score: 12.8
Guideline #45: Violated Low · Score: -8.9
Guideline #46: Adhered High · Score: 12.8
Guideline #47: Neutral · Score: 0.0
Guideline #48: Adhered High · Score: 7.7
Guideline #49: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

Product Variations

9 Guidelines · Score: 38.3

Guideline #50: Violated High · Score: -17.9
Guideline #51: Adhered High · Score: 12.8
Guideline #52: Adhered High · Score: 12.8
Guideline #53: Issue Resolved · Score: 12.8
Guideline #54: Adhered High · Score: 7.7
Guideline #55: Neutral · Score: 0.0
Guideline #56: Neutral · Score: 0.0
Guideline #57: Adhered High · Score: 5.1
Guideline #58: Adhered High · Score: 5.1
Guideline content only available in Baymard Pro – Get Full Access

Product Descriptions

7 Guidelines · Score: 86.9

Guideline #59: Adhered High · Score: 17.9
Guideline #60: Adhered High · Score: 17.9
Guideline #61: Adhered High · Score: 12.8
Guideline #62: Adhered High · Score: 12.8
Guideline #63: Adhered High · Score: 12.8
Guideline #64: Adhered High · Score: 12.8
Guideline #65: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

Specifications Sheet

5 Guidelines · Score: 11.5

Guideline #66: Violated Low · Score: -8.9
Guideline #67: Violated High · Score: -12.8
Guideline #68: Adhered High · Score: 12.8
Guideline #69: Adhered High · Score: 12.8
Guideline #70: Adhered High · Score: 7.7
Guideline content only available in Baymard Pro – Get Full Access

User Reviews

13 Guidelines · Score: -11.5

Guideline #71: Adhered High · Score: 17.9
Guideline #72: Violated High · Score: -17.9
Guideline #73: Adhered Low · Score: 10.2
Guideline #74: Adhered High · Score: 15.3
Guideline #75: Violated High · Score: -12.8
Guideline #76: Violated High · Score: -12.8
Guideline #77: Violated Low · Score: -6.4
Guideline #78: Violated High · Score: -12.8
Guideline #79: Adhered High · Score: 12.8
Guideline #80: Adhered Low · Score: 6.4
Guideline #81: Violated High · Score: -12.8
Guideline #82: Adhered High · Score: 7.7
Guideline #83: Violated Low · Score: -6.4
Guideline content only available in Baymard Pro – Get Full Access

Auxiliary Content

5 Guidelines · Score: 10.2

Guideline #84: Violated High · Score: -17.9
Guideline #85: Adhered High · Score: 15.3
Guideline #86: Adhered High · Score: 12.8
Guideline #87: Not Applicable · Score: 0.0
Guideline #88: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

Cross-Sells & Cross-Navigation

10 Guidelines · Score: 8.9

“Broken” Performance
Guideline #89: Adhered High · Score: 12.8
Guideline #90: Violated High · Score: -17.9
Guideline #91: Violated High · Score: -12.8
Guideline #92: Adhered High · Score: 12.8
Guideline #93: Adhered Low · Score: 6.4
Guideline #94: Violated High · Score: -12.8
Guideline #95: Neutral · Score: 0.0
Guideline #96: Adhered High · Score: 15.3
Guideline #97: Not Applicable · Score: 0.0
Guideline #98: Adhered High · Score: 5.1
Guideline content only available in Baymard Pro – Get Full Access

All 60 sites were benchmarked across the 98 guidelines from the Product Page usability study. During our evaluation, the product page implementation at Apple adhered to 55 usability guidelines, violated 25, and scored neutral on 4 occasions, while a remaining 14 guidelines weren’t applicable.

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

To read each guideline and review your own sites, you’ll need to get full access.

Industry Comparison: Electronics & Office

Overall Apple ranks 25 when comparing their product page design and UX performance against the 59 other major e-commerce sites in the benchmark, and ranks 4 in the Electronics & Office industry.

Poor
Acceptable
Good
Close overlay