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Apple has successfully angered its service staff. It is forcing its certified consultants to join a new oversight organization, OnForce, which has strict new rules. Those who don't comply won't get referrals at the Genius Bar.  (Source: Cracked)
Upset about lack of control, Apple is making significant alterations to how its services its computers

Apple computers, just like any personal computer, can break.  Likewise OS X and its software, like any operating system and its software, can experience bugs, crashes, and other issues.  When that happens users have two choices – perform repairs/diagnostics on their own (often exploring online resources) or take it to a qualified repairperson.

In the Apple world, the first line of repair support has been the Genius Bar that is located at every Apple store.  But sometimes problems are too confusing or severe for the Genius Bar specialists, so they get referred to a network of certified technicians.  Previously this network operated largely independently, but Apple is reportedly making sweeping changes to drastically cut the independence of these technicians and increase oversight.

The change applies to the Apple Consulting Network (ACN) technicians.  ACN members must go through certification courses and testing.  They must also pay annual fees to keep their status.  Local ACN members give their business cards to the Genius Bar who then passes those cards along to customers having tough issues.

But Apple -- a company obsessed with control, quality, and oversight -- took notice of the tech's autonomy and it "rubbed Apple Retail the wrong way."

According to a report by TUAW writer Steven Sande, Apple began to quietly prepare a replacement system in 2009 in LA and Boston.  Writes Mr. Sande, "Apple began testing a new support structure that used an existing organization, OnForce, to distribute support calls to ACN members who wanted to sign up as part of the program."

In 2010 the system was rolled out to Denver/Boulder and Detroit.  Now Apple is extending it to its entire retail network.  If ACN members do not comply with Apple's edict and join OnForce, they will no longer get service referrals from Apple retail.

The good news for customers is that they can expect lower prices and perhaps more service accountability.

But there's plenty of bad news about the change, with much of it on the consultants' end.  OnForce implements very strict policies.  Consultants can no longer represent themselves or their businesses when on call (making it impossible to get long-term customers).  They also are upset about the amount of paperwork OnForce requires.  And OnForce's rates are much lower than what Apple consultants typically charge.

Also of concern to both customers and techs alike are claims that OnForce is recruiting uncertified technicians with little to no iOS or Mac OS X experience.

The ACN members and some Apple fans don't mince words about their frustrations at the company.  Writes "Jimmy01" on the Apple Insider forums:

Is it just me or Apple really starting to turn into this disgusting company? Left and right, they are alienating everything and everyone that made them into what they are today and they are doing this because of the hordes of cash they now have without any consideration to the consequences. What they don't realize is that no matter how big you become, if people turn against you, you will fall. And this time around, no one will give a damn.

The on-board program is a BAD BAD idea and will lose a boat load of really good ACNs that will go rogue on their own. The ACN will become no different from the monkeys at Geek Squad or other crap like that.

"79 Apple //e", another user and self-reported ACN member offers a longer, more thoughtful complaint, writing:

OnForce is getting a piece of the action from the consultant. Apple is probably getting some kind of participation fee from OnForce. Ultimately, it's the Apple Consultant who gets screwed. And I say Apple Consultant because the most important thing you have to understand is that OnForce consultants don't have to be Apple Certified. It could be a High School student who is looking to make some money on the side. Of course they can underbid an experienced consultant! Also, if you've ever done consulting, it can be very difficult to "estimate" your time for a job. OnForce determines what "should" be the time to complete a job. Well, with IT, it's never quite that easy. There can be so many unforeseen circumstances that can complicate a job. Let's say you're getting a job to do a quick and easy setup which includes installing MSFT Office, getting on the Internet and setting up printer on a brand new iMac you just purchased from the Apple Store. Sounds like a job that should take about an hour or two? Generally yes. But any good consultant who is worth his salt will also run Software Update. As of today, a brand new iMac sold at the Apple Store needs about 1.5GB of downloads, including Flash(which is no longer included). Well, if you have a fast 5mb/s internet connection, that should take about 40 minutes. If you have a slower connection, it could take much more!

Outraged ACN members are discussing ceasing to pay their ACN dues and starting their own independent certification and consultation program, which will preserve the independent spirit of the ACN.  We're guessing Apple won't take kindly to that rebellion.

From a business standpoint, it is hard to argue against Apple.  The company has managed to double retail sales at its stores from $1.9B USD in fiscal Q1 2010 to $3.8B USD in fiscal Q1 2011.  Of the record 851,000 Mac computers sold last quarter, approximately half of them were to customers who had never bought a Mac before.  Apple is aggressively expanding its retail network and is preparing to open new stores (according to reports) in Shanghai, Palo Alto, and New York's Grand Central Terminal.

But for all that success, one has to wonder what will become of Apple if it alienates the very employees and customers that built that success in the first place.

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By Tony Swash on 2/22/2011 1:34:00 PM , Rating: -1
It's just you. Apple has always been a disgusting company.

I guess Apple being a disgusting company is the main reason that it consistently tops all surveys of customer product and support satisfaction.

It may also be connected to the fact that Apple employees rate working at Apple very highly.

In answer to your question - it's you.

Apple are mostly, and this may come as surprise to some, concerned with their customers and making them happy and given Apple's track record of sales and profitability over the last decade they seem to be succeeding in making their customers very happy indeed.

By FITCamaro on 2/22/2011 1:55:37 PM , Rating: 5
Sheep don't really pay attention to much so its easy to make them happy.

A friend of mine at work, as much as I like the guy, is a good example of this. He has an 80GB iPod that he filled up. What would be the next logical step? Buy an MP3 player that offers the same or larger size, and can be expanded through replaceable memory cards. What does he do instead? Buys another iPod.

By Iaiken on 2/22/2011 3:45:13 PM , Rating: 2
Not to defend his stupidity, but it is actually one of the more cost effective paths.

iPod Classic 160GB = $1.55/GB
32GB Micro SDHC = $2.50/GB

HOWEVER, I manage just fine with an 8GB phone + 32GB micro SDHC card and the ability to remotely access data from my home PC from anywhere. Remote in, make a quick Google search (or browse the file system) and viola. I can even stream obnoxiously large media files (movies or playlists) over 3.5G or WiFi.

By damianrobertjones on 2/22/2011 3:47:50 PM , Rating: 2
Tony, PLEASE, how can you be so damn blind? Please, go read a whole load of damn forums, filled with people having problems and issues, really annoyed by the level of service at Apple.

By inperfectdarkness on 2/23/2011 10:09:33 PM , Rating: 1
i would just like to thank daily-tech for making tony swash's posts nearly invisible. it makes the comments so much easier to read.

it's not like i'm missing much. all i have to do is imagine, "blah, blah, blah...i suck steve job's cock".

By leuNam on 3/1/2011 12:01:01 PM , Rating: 1
Tony, no matter what you say, or try to point're really Steve's b*tch...

By themaster08 on 2/22/2011 4:37:54 PM , Rating: 2
I guess Apple being a disgusting company is the main reason that it consistently tops all surveys of customer product and support satisfaction.
And the main reason it bottoms all surveys of supplier and environmental ethics.

By lolmuly on 2/22/2011 9:12:20 PM , Rating: 2
I believe his comment was deliberately waggish.

Just in case you didn't notice.

By themaster08 on 2/23/2011 1:40:15 PM , Rating: 3
From the second link...
The Institute of Public & Environmental Affairs (IPE) published a report (Chinese-language PDF) on Thursday ranking Apple and 28 other companies when it comes to taking responsibility for supplier conduct, with Apple coming in dead last on the list

Why is it that Apple was the only company out of the 28 confronted by the coalition of 32 environmental organizations to evade the issue of heavy metal pollutants?

Why is it that Apple refused to take part in O2's green initiative?

Why does Apple refuse to publicly acknowledge Wintek as one of their screen suppliers?

Why has Steve Jobs not replied to workers of Chinese suppliers who were left with permanent nerve damage from the chemicals they used to manufacture screens for iPhones?

Did you even watch the video in the third link?

Obviously you're only reading what you want to read as opposed to the truth.

By Tony Swash on 2/23/2011 6:30:07 PM , Rating: 1
I repeat again that what is claimed is that 'Apple came bottom of all surveys on environmental ethics' in business - show me some evidence to back that up. Should be simple if it's true and your comment was prompted by evidence, rather than, say, prejudice and luddite fear :)

By themaster08 on 2/24/2011 3:04:51 AM , Rating: 2
lolmuly had it right by saying that my post was waggish, and it was to an extent.

But there's no doubting from the evidence I have posted that Apple is an extremely environmentally unconscious and supplier unfriendly company, doing its utmost to avoid the consequences of its actions. Akin to how you continually avoid questions thrown at you, such as the ones in my previous post.

Apple is no longer a small company. They are one of the largest technology companies in the world. With that comes huge social responsibility, which Apple seems unwilling to be accountable for.

The links I have posted are factual. That said, prejudice against one company makes more sense than having prejudice towards every company except one.

By kingius on 2/24/2011 7:17:07 AM , Rating: 2
Are you really surprised though? There are no ethics in business and no rewards for acting morally - on the contrary - the reverse is true. For many of these executives, the competition exists to be crushed and greed is the only creed there is, for which they get promoted and rewarded.

By invidious on 2/22/2011 8:13:22 PM , Rating: 1
1. Who ever said being evil wasn't profitable?

2. No one cares what the morons who work at Apple think about how great Apple is.

By Akrovah on 2/23/2011 1:29:08 PM , Rating: 2
Actually (and I know this is anecdotal and is not a measure of Apple emoloyees in general), the one Apple employee I know hates thier products. He even bought an HTC HD7 running Windows Phone 7. Big conversation piece when he goes in to meetings at work.

By fteoath64 on 2/27/2011 10:11:31 PM , Rating: 2
"He even bought an HTC HD7 running Windows Phone 7".

I used to work for Ericsson and was the first and only person to use a Nokia phone. Reason: my customer the carrier asked me to do it!. They said have some respect for your competitors, they are good in many areas we are not!.
I was also the first to use the iPhone and that did not cause much anguish of others but far more envy. The iPhone cost the SonyEricsson's CEO his job (of USA division) due to serious erosion profits in the high-end handsets.
I was really upset that SE took 2 years to get into Android. They did a WinMO as an interim and it failed drastically. Now the company is bouncing back. They probably lost 2.5 years of opportunity, countless jobs and millions.
PS: I happen to support Nokia's move to WP7, actually predicted that over 1 year ago. I knew they would NEVER do Android (something about Europeans fearing the terminator or similar...). Talking to Google was just a politically correct way of ensuring they cover the bases {Corporate responsibility}.

By Smilin on 2/23/2011 1:50:05 PM , Rating: 2
It's a variant of Cognitive dissonance Tony closely related to rationalization and effort justification.

If you overpay for something your mind will artificially inflate the value of it.

Tell someone that a $50 watch is worth only $2 and they'll believe you if the evidence supports you. Tell someone who just bought that $50 watch that it's only $2 and they'll deny in the face of all but the most overwhelming evidence.

Tell an Apple user that just paid hundreds more for an equal or lesser quality device and you'll get all sorts of emotional and subjective justification with few objective facts.

Apple has some great stuff and I think their quality is pretty good. I'm also aware of egregious quality lapses they have had on many occassions... and so are you . Your own cognitive dissonance has morphed into full blown confirmation bias when it comes to matters of Apple. In other words you're a fanboy.

I can give Apple props and I do. You on the other hand MUST give them props.

By Smilin on 2/23/2011 4:32:01 PM , Rating: 2
Nobody has sheep quite like Apple. They know it's shiney and they know it's expensive. Ask them technical details or specifically why they like it and you'll get asthetic and subjective answers that are highly succeptible to cognitive dissonance.

The technically inclined can give more objective answers like "battery life" but then again the technically inclined aren't lining up to say that Apple is Gods gift to man.

So I'll take:

C) Somewhere inbetween.

By kingius on 2/24/2011 7:19:38 AM , Rating: 2
Apple have just made themselves 'cool' that's all. It's fashion people, just wait a while, when they'll be so last season and the cool kids stop using them. Every dog has his day, woof woof!

By leuNam on 3/1/2011 12:16:26 PM , Rating: 2
Apple is what Adam ate in the garden and Tony is the Snake...hahaha

“Then they pop up and say ‘Hello, surprise! Give us your money or we will shut you down!' Screw them. Seriously, screw them. You can quote me on that.” -- Newegg Chief Legal Officer Lee Cheng referencing patent trolls

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