Reactions mixed on Apple shrinking window for iPhone returns

Apple's (AAPL) excellent customer service and lenient policy on returns have been strong sales tools in promoting its profitable flagship, the iPhone. However, the company has significantly reduced the return policy, as first reported by the blog 9To5Mac.

Until last week, the iPhone was an anomaly among Apple products. Buy a Mac, iPad, or accessory through one of the physical stores or online and you would have 14 days to return the item. But iPhones came with a 30-day return policy when purchased direct.

Online consumer reaction at sites like Engadget or at 9to5Mac has been mixed. Some readers said that 14 days was long enough for people to know if they wanted to keep a device or not. Others seemed angry about the change.

Carriers such as Verizon Wireless and AT&T have had 14-day return policies for all handsets, including iPhones. And any unit returned to Apple after 14 days still faced an early termination fee for the service from the carrier.

Apple used to highlight the 30-day return policy as a customer benefit. The longer period gave first-time buyers a greater sense of reassurance that they had some time to try the device and, if they didn't like it and it was undamaged, return it. Customers could also see if they could swap for another model.

That has all changed. The company's website now shows that the iPhone has the same 14-day return policy as other products purchased from Apple. CBS MoneyWatch requested a comment from Apple explaining the move, but received no answer.

The move could have a financial benefit for Apple. It's likely that most returns happen early in the 30-day period. By limiting the length of time, Apple may not have to sell stock as reconditioned for a slight discount and an accompanying reduction in profit margin.

Customers who have recently purchased an iPhone may still see the 30-day return policy on their sales receipts. Apple will honor those terms and continue to waive restocking fees for all hardware returns.

What do you think? Will a shorter window for returns dampen iPhone sales? Let us know in the comments.
Erik Sherman

Erik Sherman is a widely published writer and editor who also does select ghosting and corporate work. The views expressed in this column belong to Sherman and do not represent the views of CBS Interactive. Follow him on Twitter at @ErikSherman or on Facebook.

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