Benchmark Overview

Apple’s E-Commerce UX

This is a case study of Apple’s e-commerce user experience (UX) performance. It’s based on a full-performance review of more than 550 design elements. 59 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. The main culprits of this are poor Homepage & Category and mediocre Cart & Checkout performances.

Apple’s Homepage & Category performance is poor. Some of Apple’s biggest category usability issues are due to broken Intermediary Category Pages and Main Navigation.

Apple’s On-Site Search performance is mediocre. Notably, Apple’s on-site search performance is hampered by mediocre Results Layout & Filtering and Results Logic & Guidance, although this is helped somewhat by decent Search Query Types.

Apple’s Product Lists & Filtering performance is decent. For instance, Apple’s product listings have state of the art List Items: Interface & Hit Areas and good Filtering: Scope & Logic yet suffer from poor List Layout and broken Loading Products.

Apple’s Product Page performance is mediocre. Notably, Apple’s product page performance is hampered by mediocre The ‘Buy’ Section and poor User Reviews, although this is helped somewhat by good Product Descriptions and Image Gallery UI.

Apple’s Cart & Checkout performance is mediocre. Some of Apple’s biggest checkout usability issues are due to poor Credit Card Form, Order Confirmation & E-Mail, and Form & Page Design. That said, their checkout performs great within Gifting Flow & Features.

Rank: 34 of 60

Usability Score: 427

URL: store.apple.com


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Poor
Acceptable
Good

Apple's E-Commerce UX: 433 guidelines · Comparative score: 426.9

Homepage & Category: 61 guidelines · Score: 450.7

Homepage: 15 guidelines · Score: 118.6

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Guideline #237 Adhered High · Score: 33.2

Guideline #240 Adhered High · Score: 23.7

Guideline #242 Issue Resolved · Score: 23.7

Guideline #248 Violated High · Score: -23.7

Guideline #235 Adhered Low · Score: 7.1

Guideline #238 Adhered High · Score: 23.7

Guideline #236 Not Applicable · Score: 0.0

Guideline #246 Not Applicable · Score: 0.0

Guideline #249 Neutral · Score: 0.0

Guideline #245 Issue Resolved · Score: 23.7

Guideline #241 Violated High · Score: -14.2

Guideline #247 Not Applicable · Score: 0.0

Guideline #239 Adhered Low · Score: 7.1

Guideline #264 Neutral · Score: 0.0

Guideline #257 Adhered High · Score: 14.2

Category Taxonomy: 14 guidelines · Score: 204.0

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Guideline #253 Violated High · Score: -33.2

Guideline #261 Not Applicable · Score: 0.0

Guideline #263 Adhered High · Score: 33.2

Guideline #266 Adhered High · Score: 23.7

Guideline #267 Adhered High · Score: 33.2

Guideline #268 Adhered High · Score: 28.5

Guideline #259 Issue Resolved · Score: 38.0

Guideline #282 Adhered High · Score: 23.7

Guideline #286 Adhered High · Score: 23.7

Guideline #274 Not Applicable · Score: 0.0

Guideline #251 Not Applicable · Score: 0.0

Guideline #278 Not Applicable · Score: 0.0

Guideline #277 Issue Resolved · Score: 19.0

Guideline #318 Issue Resolved · Score: 14.2

Main Navigation: 16 guidelines · Score: 75.9

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Guideline #287 Adhered High · Score: 33.2

Guideline #294 Not Applicable · Score: 0.0

Guideline #302 Violated Low · Score: -16.6

Guideline #289 Not Applicable · Score: 0.0

Guideline #288 Violated High · Score: -28.5

Guideline #303 Not Applicable · Score: 0.0

Guideline #298 Issue Resolved · Score: 28.5

Guideline #291 Violated Low · Score: -11.9

Guideline #297 Not Applicable · Score: 0.0

Guideline #256 Issue Resolved · Score: 23.7

Guideline #304 Issue Resolved · Score: 23.7

Guideline #305 Not Applicable · Score: 0.0

Guideline #296 Issue Resolved · Score: 19.0

Guideline #299 Issue Resolved · Score: 14.2

Guideline #306 Not Applicable · Score: 0.0

Guideline #300 Violated High · Score: -9.5

Intermediary Category Pages: 6 guidelines · Score: -38.0

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Guideline #307 Violated High · Score: -38.0

Guideline #309 Not Applicable · Score: 0.0

Guideline #308 Not Applicable · Score: 0.0

Guideline #311 Not Applicable · Score: 0.0

Guideline #312 Not Applicable · Score: 0.0

Guideline #310 Not Applicable · Score: 0.0

Site-Wide Layout: 10 guidelines · Score: 90.1

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Guideline #279 Adhered High · Score: 23.7

Guideline #258 Issue Resolved · Score: 38.0

Guideline #252 Violated High · Score: -23.7

Guideline #250 Adhered High · Score: 19.0

Guideline #293 Neutral · Score: 0.0

Guideline #290 Adhered High · Score: 14.2

Guideline #284 Issue Resolved · Score: 14.2

Guideline #260 Adhered High · Score: 14.2

Guideline #255 Violated High · Score: -9.5

Guideline #273 Not Applicable · Score: 0.0

On-Site Search: 49 guidelines · Score: 342.5

Search Query Types: 12 guidelines · Score: 161.2

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Guideline #333 Adhered High · Score: 53.7

Guideline #334 Violated Low · Score: -26.9

Guideline #340 Adhered High · Score: 33.6

Guideline #335 Adhered Low · Score: 16.8

Guideline #337 Not Applicable · Score: 0.0

Guideline #341 Adhered High · Score: 47.0

Guideline #344 Violated Low · Score: -23.5

Guideline #399 Adhered High · Score: 33.6

Guideline #338 Not Applicable · Score: 0.0

Guideline #347 Not Applicable · Score: 0.0

Guideline #342 Adhered High · Score: 26.9

Guideline #398 Not Applicable · Score: 0.0

Search Form & Logic: 10 guidelines · Score: 53.7

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Guideline #336 Not Applicable · Score: 0.0

Guideline #346 Violated High · Score: -40.3

Guideline #349 Issue Resolved · Score: 33.6

Guideline #407 Violated High · Score: -47.0

Guideline #339 Issue Resolved · Score: 33.6

Guideline #343 Not Applicable · Score: 0.0

Guideline #351 Adhered High · Score: 33.6

Guideline #348 Adhered High · Score: 26.9

Guideline #350 Adhered High · Score: 13.4

Guideline #352 Not Applicable · Score: 0.0

Search Autocomplete: 7 guidelines · Score: 114.2

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Guideline #359 Adhered High · Score: 40.3

Guideline #404 Adhered Low · Score: 20.1

Guideline #361 Violated High · Score: -20.1

Guideline #356 Issue Resolved · Score: 33.6

Guideline #369 Violated Low · Score: -20.1

Guideline #368 Adhered High · Score: 33.6

Guideline #363 Adhered High · Score: 26.9

Results Logic & Guidance: 8 guidelines · Score: 10.1

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Guideline #358 Violated High · Score: -47.0

Guideline #362 Violated High · Score: -47.0

Guideline #370 Adhered High · Score: 40.3

Guideline #367 Violated High · Score: -26.9

Guideline #355 Adhered Low · Score: 10.1

Guideline #394 Issue Resolved · Score: 33.6

Guideline #365 Issue Resolved · Score: 33.6

Guideline #371 Adhered High · Score: 13.4

Results Layout & Filtering: 12 guidelines · Score: 3.4

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Guideline #382 Violated High · Score: -33.6

Guideline #379 Violated High · Score: -53.7

Guideline #386 Adhered Low · Score: 23.5

Guideline #381 Neutral · Score: 0.0

Guideline #377 Violated Low · Score: -16.8

Guideline #376 Adhered High · Score: 53.7

Guideline #403 Adhered Low · Score: 23.5

Guideline #393 Violated High · Score: -33.6

Guideline #406 Not Applicable · Score: 0.0

Guideline #378 Neutral · Score: 0.0

Guideline #401 Neutral · Score: 0.0

Guideline #402 Adhered High · Score: 40.3

Product Lists & Filtering: 94 guidelines · Score: 641.7

List Layout: 7 guidelines · Score: 13.5

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Guideline #541 Not Applicable · Score: 0.0

Guideline #533 Adhered Low · Score: 16.2

Guideline #531 Violated Low · Score: -13.5

Guideline #537 Violated High · Score: -27.0

Guideline #535 Not Applicable · Score: 0.0

Guideline #536 Not Applicable · Score: 0.0

Guideline #862 Adhered High · Score: 37.7

Loading Products: 5 guidelines · Score: -64.7

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Guideline #501 Violated High · Score: -32.4

Guideline #502 Violated Low · Score: -16.2

Guideline #503 Adhered High · Score: 16.2

Guideline #504 Violated High · Score: -32.4

Guideline #505 Not Applicable · Score: 0.0

List Items: Product Info & Thumbnails: 16 guidelines · Score: 196.8

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Guideline #440 Adhered High · Score: 43.1

Guideline #421 Not Applicable · Score: 0.0

Guideline #443 Adhered High · Score: 37.7

Guideline #446 Not Applicable · Score: 0.0

Guideline #422 Adhered High · Score: 32.4

Guideline #441 Violated High · Score: -27.0

Guideline #447 Adhered Low · Score: 8.1

Guideline #444 Not Applicable · Score: 0.0

Guideline #455 Not Applicable · Score: 0.0

Guideline #445 Issue Resolved · Score: 37.7

Guideline #457 Not Applicable · Score: 0.0

Guideline #463 Not Applicable · Score: 0.0

Guideline #456 Adhered High · Score: 27.0

Guideline #458 Adhered High · Score: 16.2

Guideline #459 Not Applicable · Score: 0.0

Guideline #462 Adhered High · Score: 21.6

List Items: Interface & Hit Areas: 10 guidelines · Score: 161.8

‘State of the Art’

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Guideline #448 Adhered Low · Score: 18.9

Guideline #528 Not Applicable · Score: 0.0

Guideline #452 Adhered High · Score: 27.0

Guideline #450 Adhered High · Score: 27.0

Guideline #449 Adhered High · Score: 27.0

Guideline #525 Violated Low · Score: -13.5

Guideline #527 Adhered High · Score: 27.0

Guideline #529 Issue Resolved · Score: 32.4

Guideline #530 Adhered High · Score: 16.2

Guideline #526 Not Applicable · Score: 0.0

List Items: Personalization: 5 guidelines · Score: 5.4

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Guideline #480 Not Applicable · Score: 0.0

Guideline #482 Adhered High · Score: 27.0

Guideline #483 Not Applicable · Score: 0.0

Guideline #485 Not Applicable · Score: 0.0

Guideline #484 Violated High · Score: -21.6

Filtering: Available Filters: 10 guidelines · Score: 53.9

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Guideline #409 Adhered High · Score: 43.1

Guideline #413 Not Applicable · Score: 0.0

Guideline #418 Adhered High · Score: 37.7

Guideline #408 Not Applicable · Score: 0.0

Guideline #417 Not Applicable · Score: 0.0

Guideline #540 Not Applicable · Score: 0.0

Guideline #410 Not Applicable · Score: 0.0

Guideline #414 Adhered High · Score: 27.0

Guideline #416 Violated High · Score: -27.0

Guideline #415 Violated High · Score: -27.0

Filtering: Scope & Logic: 14 guidelines · Score: 188.7

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Guideline #424 Adhered High · Score: 37.7

Guideline #427 Adhered High · Score: 37.7

Guideline #433 Not Applicable · Score: 0.0

Guideline #423 Adhered High · Score: 37.7

Guideline #430 Not Applicable · Score: 0.0

Guideline #428 Not Applicable · Score: 0.0

Guideline #432 Not Applicable · Score: 0.0

Guideline #429 Adhered High · Score: 10.8

Guideline #436 Not Applicable · Score: 0.0

Guideline #439 Adhered High · Score: 10.8

Guideline #488 Violated High · Score: -27.0

Guideline #492 Adhered High · Score: 27.0

Guideline #493 Adhered High · Score: 27.0

Guideline #486 Adhered High · Score: 27.0

Filtering: Interface & Layout: 11 guidelines · Score: 10.8

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Guideline #468 Not Applicable · Score: 0.0

Guideline #474 Not Applicable · Score: 0.0

Guideline #470 Adhered High · Score: 37.7

Guideline #464 Adhered Low · Score: 13.5

Guideline #467 Violated High · Score: -27.0

Guideline #475 Violated Low · Score: -13.5

Guideline #479 Neutral · Score: 0.0

Guideline #476 Not Applicable · Score: 0.0

Guideline #465 Issue Resolved · Score: 27.0

Guideline #471 Violated High · Score: -27.0

Guideline #472 Not Applicable · Score: 0.0

Sorting: 11 guidelines · Score: 37.7

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Guideline #510 Adhered Low · Score: 21.6

Guideline #511 Violated High · Score: -37.7

Guideline #539 Adhered High · Score: 21.6

Guideline #514 Adhered High · Score: 27.0

Guideline #513 Adhered High · Score: 27.0

Guideline #509 Violated High · Score: -27.0

Guideline #521 Adhered High · Score: 27.0

Guideline #517 Violated High · Score: -21.6

Guideline #515 Not Applicable · Score: 0.0

Guideline #516 Not Applicable · Score: 0.0

Guideline #523 Not Applicable · Score: 0.0

Comparison Tool: 5 guidelines · Score: 37.7

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Guideline #495 Issue Resolved · Score: 37.7

Guideline #496 Not Applicable · Score: 0.0

Guideline #497 Not Applicable · Score: 0.0

Guideline #499 Not Applicable · Score: 0.0

Guideline #498 Not Applicable · Score: 0.0

Product Page: 95 guidelines · Score: 397.0

Product Page Layout: 8 guidelines · Score: 31.1

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Guideline #751 Violated High · Score: -24.2

Guideline #753 Not Applicable · Score: 0.0

Guideline #758 Not Applicable · Score: 0.0

Guideline #757 Not Applicable · Score: 0.0

Guideline #784 Not Applicable · Score: 0.0

Guideline #738 Adhered High · Score: 20.7

Guideline #766 Adhered High · Score: 17.3

Guideline #846 Issue Resolved · Score: 17.3

Product Images: 9 guidelines · Score: 36.2

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Guideline #740 Adhered High · Score: 27.6

Guideline #741 Violated High · Score: -24.2

Guideline #747 Adhered High · Score: 24.2

Guideline #755 Adhered High · Score: 17.3

Guideline #744 Not Applicable · Score: 0.0

Guideline #745 Violated High · Score: -17.3

Guideline #752 Adhered High · Score: 17.3

Guideline #854 Adhered Low · Score: 8.6

Guideline #756 Violated High · Score: -17.3

Image Gallery UI: 10 guidelines · Score: 107.0

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Guideline #774 Adhered High · Score: 24.2

Guideline #771 Not Applicable · Score: 0.0

Guideline #776 Adhered High · Score: 24.2

Guideline #775 Adhered High · Score: 20.7

Guideline #779 Violated High · Score: -17.3

Guideline #783 Adhered High · Score: 17.3

Guideline #781 Issue Resolved · Score: 17.3

Guideline #773 Adhered High · Score: 10.4

Guideline #778 Not Applicable · Score: 0.0

Guideline #777 Adhered High · Score: 10.4

Product Video & 360-View: 4 guidelines · Score: -6.9

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Guideline #759 Adhered High · Score: 17.3

Guideline #770 Violated High · Score: -17.3

Guideline #760 Violated High · Score: -13.8

Guideline #761 Adhered High · Score: 6.9

The 'Buy' Section: 9 guidelines · Score: 0.0

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Guideline #791 Adhered High · Score: 17.3

Guideline #795 Not Applicable · Score: 0.0

Guideline #820 Violated High · Score: -24.2

Guideline #798 Violated High · Score: -17.3

Guideline #817 Issue Resolved · Score: 17.3

Guideline #792 Adhered High · Score: 17.3

Guideline #816 Violated High · Score: -17.3

Guideline #793 Not Applicable · Score: 0.0

Guideline #789 Adhered High · Score: 6.9

Shipping, Returns, and Gifting: 7 guidelines · Score: 41.4

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Guideline #825 Adhered Low · Score: 8.6

Guideline #826 Adhered High · Score: 17.3

Guideline #803 Violated Low · Score: -12.1

Guideline #836 Adhered High · Score: 17.3

Guideline #804 Neutral · Score: 0.0

Guideline #802 Adhered High · Score: 10.4

Guideline #805 Not Applicable · Score: 0.0

Product Variations: 9 guidelines · Score: 51.8

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Guideline #848 Violated High · Score: -24.2

Guideline #853 Adhered High · Score: 17.3

Guideline #849 Adhered High · Score: 17.3

Guideline #837 Issue Resolved · Score: 17.3

Guideline #851 Adhered High · Score: 10.4

Guideline #800 Neutral · Score: 0.0

Guideline #850 Neutral · Score: 0.0

Guideline #852 Adhered High · Score: 6.9

Guideline #856 Adhered High · Score: 6.9

Product Descriptions: 7 guidelines · Score: 117.4

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Guideline #841 Adhered High · Score: 24.2

Guideline #843 Adhered High · Score: 24.2

Guideline #861 Adhered High · Score: 17.3

Guideline #860 Adhered High · Score: 17.3

Guideline #845 Adhered High · Score: 17.3

Guideline #844 Adhered High · Score: 17.3

Guideline #847 Not Applicable · Score: 0.0

Specifications Sheet: 5 guidelines · Score: 15.5

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Guideline #858 Violated Low · Score: -12.1

Guideline #840 Violated High · Score: -17.3

Guideline #835 Adhered High · Score: 17.3

Guideline #839 Adhered High · Score: 17.3

Guideline #857 Adhered High · Score: 10.4

User Reviews: 13 guidelines · Score: -15.5

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Guideline #739 Adhered High · Score: 24.2

Guideline #743 Violated High · Score: -24.2

Guideline #750 Adhered Low · Score: 13.8

Guideline #749 Adhered High · Score: 20.7

Guideline #768 Violated High · Score: -17.3

Guideline #742 Violated High · Score: -17.3

Guideline #748 Violated Low · Score: -8.6

Guideline #785 Violated High · Score: -17.3

Guideline #767 Adhered High · Score: 17.3

Guideline #765 Adhered Low · Score: 8.6

Guideline #746 Violated High · Score: -17.3

Guideline #763 Adhered High · Score: 10.4

Guideline #786 Violated Low · Score: -8.6

Auxiliary Content: 5 guidelines · Score: 13.8

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Guideline #807 Violated High · Score: -24.2

Guideline #788 Adhered High · Score: 20.7

Guideline #787 Adhered High · Score: 17.3

Guideline #806 Not Applicable · Score: 0.0

Guideline #769 Not Applicable · Score: 0.0

Cross-Sells & Cross-Navigation: 9 guidelines · Score: 5.2

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Guideline #810 Adhered High · Score: 17.3

Guideline #811 Violated High · Score: -24.2

Guideline #828 Violated High · Score: -17.3

Guideline #813 Adhered High · Score: 17.3

Guideline #814 Adhered Low · Score: 8.6

Guideline #812 Violated High · Score: -17.3

Guideline #821 Neutral · Score: 0.0

Guideline #819 Adhered High · Score: 20.7

Guideline #827 Not Applicable · Score: 0.0

Cart & Checkout: 134 guidelines · Score: 302.8

Shopping Cart & “Added to Cart” Behavior: 10 guidelines · Score: 52.4

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Guideline #601 Issue Resolved · Score: 14.6

Guideline #600 Issue Resolved · Score: 14.6

Guideline #602 Issue Resolved · Score: 14.6

Guideline #603 Issue Resolved · Score: 14.6

Guideline #732 Adhered High · Score: 20.4

Guideline #620 Violated Low · Score: -7.3

Guideline #623 Violated Low · Score: -7.3

Guideline #622 Violated High · Score: -14.6

Guideline #673 Adhered High · Score: 14.6

Guideline #624 Violated High · Score: -11.6

Account Selection & Creation: 9 guidelines · Score: -20.4

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Guideline #637 Adhered High · Score: 20.4

Guideline #652 Neutral · Score: 0.0

Guideline #639 Not Applicable · Score: 0.0

Guideline #677 Violated High · Score: -20.4

Guideline #638 Violated Low · Score: -7.3

Guideline #653 Violated Low · Score: -7.3

Guideline #676 Violated High · Score: -14.6

Guideline #665 Not Applicable · Score: 0.0

Guideline #640 Adhered High · Score: 8.7

Customer & Address Information: 12 guidelines · Score: 29.1

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Guideline #731 Adhered High · Score: 20.4

Guideline #566 Violated Low · Score: -11.6

Guideline #567 Not Applicable · Score: 0.0

Guideline #565 Issue Resolved · Score: 20.4

Guideline #736 Issue Resolved · Score: 20.4

Guideline #561 Adhered High · Score: 14.6

Guideline #558 Violated Low · Score: -7.3

Guideline #557 Violated Low · Score: -7.3

Guideline #560 Not Applicable · Score: 0.0

Guideline #573 Violated High · Score: -11.6

Guideline #562 Not Applicable · Score: 0.0

Guideline #564 Violated High · Score: -8.7

Gifting Flow & Features: 5 guidelines · Score: 43.7

‘State of the Art’

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Guideline #647 Violated High · Score: -8.7

Guideline #650 Adhered High · Score: 14.6

Guideline #646 Adhered High · Score: 14.6

Guideline #649 Issue Resolved · Score: 14.6

Guideline #645 Adhered High · Score: 8.7

Shipping & Store Pickup: 11 guidelines · Score: 93.2

‘State of the Art’

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Guideline #544 Adhered High · Score: 20.4

Guideline #547 Violated Low · Score: -8.7

Guideline #550 Adhered High · Score: 14.6

Guideline #543 Adhered High · Score: 14.6

Guideline #548 Violated High · Score: -11.6

Guideline #549 Issue Resolved · Score: 5.8

Guideline #632 Adhered High · Score: 14.6

Guideline #633 Adhered High · Score: 14.6

Guideline #631 Adhered High · Score: 14.6

Guideline #634 Adhered High · Score: 14.6

Guideline #635 Not Applicable · Score: 0.0

Payment Flow & Methods (Incl. 3rd-Party): 8 guidelines · Score: 16.0

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Guideline #590 Violated Low · Score: -7.3

Guideline #671 Adhered Low · Score: 8.7

Guideline #617 Not Applicable · Score: 0.0

Guideline #615 Adhered High · Score: 14.6

Guideline #616 Not Applicable · Score: 0.0

Guideline #672 Adhered High · Score: 11.6

Guideline #586 Violated High · Score: -11.6

Guideline #589 Not Applicable · Score: 0.0

Credit Card Form: 10 guidelines · Score: -14.6

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Guideline #582 Violated Low · Score: -10.2

Guideline #594 Violated High · Score: -20.4

Guideline #587 Violated High · Score: -20.4

Guideline #583 Adhered High · Score: 14.6

Guideline #588 Issue Resolved · Score: 14.6

Guideline #577 Neutral · Score: 0.0

Guideline #584 Adhered Low · Score: 7.3

Guideline #591 Adhered High · Score: 11.6

Guideline #585 Violated High · Score: -8.7

Guideline #664 Violated Low · Score: -2.9

Order Review: 5 guidelines · Score: -21.8

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Guideline #552 Neutral · Score: 0.0

Guideline #556 Violated High · Score: -17.5

Guideline #545 Adhered High · Score: 14.6

Guideline #551 Violated Low · Score: -7.3

Guideline #553 Violated High · Score: -11.6

Order Confirmation & E-Mail: 4 guidelines · Score: -2.9

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Guideline #599 Violated High · Score: -14.6

Guideline #596 Adhered High · Score: 11.6

Guideline #598 Violated Low · Score: -4.4

Guideline #597 Adhered Low · Score: 4.4

Form & Page Design: 10 guidelines · Score: 13.1

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Guideline #606 Violated High · Score: -14.6

Guideline #611 Violated High · Score: -14.6

Guideline #687 Adhered High · Score: 11.6

Guideline #613 Issue Resolved · Score: 8.7

Guideline #607 Adhered Low · Score: 4.4

Guideline #608 Adhered High · Score: 8.7

Guideline #730 Adhered Low · Score: 10.2

Guideline #679 Issue Resolved · Score: 20.4

Guideline #668 Violated High · Score: -14.6

Guideline #733 Violated Low · Score: -7.3

User Interactions & Distractions: 10 guidelines · Score: 69.9

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Guideline #696 Issue Resolved · Score: 20.4

Guideline #707 Adhered High · Score: 14.6

Guideline #609 Adhered High · Score: 14.6

Guideline #709 Adhered High · Score: 14.6

Guideline #726 Issue Resolved · Score: 17.5

Guideline #714 Not Applicable · Score: 0.0

Guideline #727 Neutral · Score: 0.0

Guideline #713 Violated Low · Score: -8.7

Guideline #657 Violated High · Score: -8.7

Guideline #699 Adhered High · Score: 5.8

Cross-Sells: 4 guidelines · Score: 58.2

‘State of the Art’

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Guideline #581 Issue Resolved · Score: 20.4

Guideline #579 Adhered High · Score: 14.6

Guideline #580 Adhered High · Score: 14.6

Guideline #578 Adhered High · Score: 8.7

Validation Errors & Data Persistence: 10 guidelines · Score: 65.5

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Guideline #720 Adhered High · Score: 23.3

Guideline #723 Adhered High · Score: 23.3

Guideline #722 Violated Low · Score: -10.2

Guideline #719 Adhered High · Score: 20.4

Guideline #721 Neutral · Score: 0.0

Guideline #718 Violated High · Score: -17.5

Guideline #625 Adhered High · Score: 17.5

Guideline #626 Adhered High · Score: 17.5

Guideline #627 Violated High · Score: -8.7

Guideline #629 Not Applicable · Score: 0.0

Field Labels & Microcopy: 7 guidelines · Score: -7.3

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Guideline #686 Violated Low · Score: -11.6

Guideline #683 Violated High · Score: -20.4

Guideline #681 Adhered High · Score: 14.6

Guideline #685 Not Applicable · Score: 0.0

Guideline #694 Adhered High · Score: 14.6

Guideline #690 Not Applicable · Score: 0.0

Guideline #689 Violated Low · Score: -4.4

Field Design & Features: 8 guidelines · Score: -43.7

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Guideline #674 Violated High · Score: -20.4

Guideline #659 Violated High · Score: -14.6

Guideline #669 Adhered High · Score: 14.6

Guideline #660 Violated High · Score: -14.6

Guideline #658 Violated High · Score: -8.7

Guideline #705 Violated Low · Score: -4.4

Guideline #670 Violated Low · Score: -4.4

Guideline #663 Issue Resolved · Score: 8.7

Default Values & Autocompletion: 8 guidelines · Score: -7.3

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Guideline #555 Adhered High · Score: 20.4

Guideline #554 Violated High · Score: -17.5

Guideline #568 Violated High · Score: -17.5

Guideline #576 Violated High · Score: -14.6

Guideline #572 Adhered High · Score: 17.5

Guideline #734 Violated Low · Score: -4.4

Guideline #618 Not Applicable · Score: 0.0

Guideline #571 Adhered High · Score: 8.7

All 60 sites were benchmarked across the 610 guidelines. During our evaluation, Apple’s e-commerce site adhered to 342 usability guidelines, violated 213, and scored neutral on 87 occasions, while a remaining 34 guidelines weren’t applicable.

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

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Industry Comparison: Electronics

Overall Apple ranks 34 when comparing their e-commerce UX performance against the 59 other major US e-commerce sites in the benchmark, and ranks 4 in the Electronics industry.