I’ve worked with Apple support countless times both for work and for personal devices, and normally you’re only escalated to a senior rep when the first line of defense can’t resolve your issue. As soon as I got an agent on the phone I was immediately shuffled off to a senior representative, which is a bit unusual. I called up Apple support. I searched online for help, but I couldn’t find a solution.
Apparently all she had to do was to escalate this to Apple’s internal security team who, because she had vetted my account, would re-enable everything within 24 hours. “I’m looking at your account and can clearly see you are a dedicated customer and that you’ve been the victim of a scam,” she said, adding she’d spoken to at least two other customers experiencing the same issue. The agent told me that wasn’t necessary. Make iTunes gift cards a part of your loyalty, reward.Shocked, I explained how I’d obtained the card, thinking I’d made a legitimate purchase, and offered Apple proof of my purchase. Choose a brand you know they love and trust.
Apple plays a big part in my professional life too: I’m the IT manager for Quartz, and we use Apple hardware and publish on Apple platforms.But when Apple locked my account, all of my devices became virtually unusable. My partner and I have owned numerous iPods, iPhones, iPads, MacBooks, iMacs, Apple Watches, Apple TVs, and even a HomePod, over the years. One of the things I love about Apple’s ecosystem is that I’ve built my media collection on iTunes, and can access it from any of my Apple devices. Great.I started to realize just how far-reaching the effects of Apple disabling my account were.
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Eventually, I got to Senior Agent #4, who went above and beyond, this time asking me to provide documentation. He put in an appeal to have my account reviewed again, but it was denied. I continued to reach out to Apple support, and presented my case to Senior Agent #3, who, like Senior Agent #1, realized I was a loyal customer who had been unlucky. I couldn’t even pass time on the flight playing Animal Crossing on my phone, because I got a similar error message when I opened the game.I wasn’t prepared to give up on 15 years of purchases that easily. It was the first time I’d flown with a paper boarding pass in years. When I had to take a trip for a family emergency, the JetBlue app wouldn’t let me access my boarding pass, saying I had to update the app to use it.
I wanted to quantify exactly how much money I’d put into its services, and the total came out to around $15,000. Even after all this, the only reason I was given was, “See the terms and conditions.”During this time I’d requested a copy of my personal data from Apple. The agent went to bat for me, making the case to Apple’s security team, but, ultimately, the request was denied again and, apparently, they told him to stop pursuing the case.
As an apology, I was offered a few free months of Apple Music, the same discount you get when you buy a new Apple Watch. The company explained to me that a number of gift cards had been intercepted and stolen during delivery to legitimate retailers, including the card I purchased. I never thought I would have to call on a professional relationship in this way.I never got a personal response from Cook, but it seems my letter did spurn action: I’m happy to say my account was re-enabled soon after. I also forwarded my note to my Apple sales rep for Quartz—who I’d been keeping informed during this process—to see if there was any way he could route it internally. Quantifying my loss this way made me realize just how much trust I’d had in Apple.Out of other obvious options, I decided to email Apple’s CEO Tim Cook, knowing he occasionally responded to customers’ emails.
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But as subscription fatigue sets in, will some folks long for the simplicity of owning a library of purchased content that’s only the stuff they like? Then again, digital piracy is on the rise, so perhaps people are already on their way.I’m not making any hasty decisions, but when it comes time to upgrade my phone, I’m likely going to try out an Android. The death of the iTunes app itself seems designed to discourage purchasing content in favor of subscription services. Though you can still buy media today, it feels like those days are numbered. I wish there were a version of Movies Anywhere for other digital content like TV shows, music, and books, as those are basically stuck on my Apple devices.It’s unsurprising that businesses prefer booking predictable, recurring revenue from subscription services over selling individual content, and consumers are generally on board with the idea—Spotify has 100 million paid users, and Apple Music has around 60 million, for example. While many of my movies are accessible via Movies Anywhere—a Disney-owned service that allows users who’ve purchased movies from many major film studios on one app store to view them on other streaming services—not every studio’s movies are available.
And perhaps after 11 years of using an iPhone, that’s not the worst idea.
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