This is a case study of Apple’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 819 design elements. 213 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.
Apple’s overall e-commerce UX performance is mediocre. On a positive note, Apple has perfect Site-Wide Features and good Order Tracking & Returns. This is, however, curtailed by broken Customer Accounts and On-Site Search performances.
First benchmarked in April 7, 2012, and reviewed 23 times since then, most recently June 15, 2023.
Overall UX Performance
832 Guidelines · Performance:
458 Guidelines · Performance:
Homepage & Category
31 Guidelines · Performance:
46 Guidelines · Performance:
Product Lists & Filtering
85 Guidelines · Performance:
101 Guidelines · Performance:
Cart & Checkout
118 Guidelines · Performance:
38 Guidelines · Performance:
12 Guidelines · Performance:
Order Tracking & Returns
27 Guidelines · Performance:
374 Guidelines · Performance:
To learn how we calculate our performance scores and read up on our evaluation criteria and scoring algorithm head over to our Methodology page.
The scatterplot you see above is the free version we make public to all our users. If you wish to dive deeper and learn about each guideline and even review your own site you’ll need to get premium access.
30 pages of Apple’s e-commerce site, marked up with 340 best practice examples:
20 pages of Apple’s e-commerce site, marked up with 266 best practice examples:
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Every 2nd week, we publish a new article on how to build “state of the art” e-commerce experiences — here’s 5 popular ones:
See all 368 articles in the full public archive.