PRODUCTS
Grade : 9 out of 10
Apple's products include the Mac computers, iPods, and the iPhones. Their products are always of the best quality. The price is always worth it.
Their product's page lets you see the product in a larger image. They have a gallery where you can view multiple images of the same product. The product's page also lists a thorough description, detail information, and comparisons with similar products. They list the accessories that you may want to purchase at the same time to enhance your experience.
On some items, you can choose the color you want. You can also pick the size of the memory. For their computers, you can also customize it before purchasing.
The only downside, of course, is that their store is only limited to Apple products. It's not a problem when you're looking for Apple product. It just means that you have less options than other e-commerce stores.
NAVIGATION
Grade : 10 out of 10
Apple has a very simple and easy-to-use menu system. The top menu breaks up their major product line by computer, iPod, and iPhone. It takes up a minimal space at the very top of the website. And, it is very easy to spot with the dark gray color with a mouseover effect.
When you are at the store page, there is a left menu to help you filter down to the product or accessories you are looking for. There is a cookie crumb trail as you burrow deeper into the store.
The search box is on the far right of the top menu. It is unique in its function. As you type, it will find what you want and display it in a dropdown with an image, description, and prices.
If you visit the Mac or iPod screens, there is a scrollable menu that runs along the top of page. The menu has images as opposed to just text. It's very effective in drawing the eye of the user.
OVERALL LOOK
Grade : 10 out of 10
The colors for the site are excellent. Everything seems to flow together. It looks more like a social website than an e-commerce website. It tries to get the user involved and clicking around to see what's behind every link.
The spacing between products is very good. The products are grouped together in a concise way so that any user can find what they are looking for.
GRADE
Grade : 9.7 out of 10
Apple's average score was a 9.7 out of 10. The website is well constructed. It is both simple and thorough in helping its users get what they need. The colors and text are both pleasing. And, the search tool is far and above what other e-commerce sites provide.
The only knock we could find was the product selection was limited to Apple products. It's normal for companies of this size to only list their own products, so this is a good knock for them.
