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Apple launches new, limited One to One program

updated 12:30 pm EDT, Tue June 2, 2009

One to One relaunches

As hinted at through earlier word from the company, Apple has relaunched its One to One retail training program. Still costing $99 in annual fees, membership in the program can now only be had at the time of a Mac purchase, which in turn must be made through Apple's phone, retail or online ordering services. One to One was formerly available to anyone willing to pay.

Several services form a part of the program, beginning with Personal Setup, in which staff transfer files from an old computer over to a new one, and configure any peripherals and software bought at the same time. Personal Training sessions guide individuals through various products, whereas Personal Projects and One to One Workshops occur in a group setting. Only one Training or Project session can be booked at time, up to 14 days in advance; a place in a Workshop can be reserved simultaneously, though.

Existing memberships can only be renewed once, up to 30 days following the expiry date. New memberships can be renewed twice, allowing as much as three years of assistance. A video tour and a list of sessions has been made available on Apple's website.

by MacNN Staff





  1. bredlo

    Joined: Dec 1969



    Apple is intentionally turning away customers?? Can't figure out the reasoning behind this.

  1. PBG4 User

    Joined: Dec 1969


    Re: Crazy

    Was wondering the same thing. What if I don't want to buy while buying my Mac but change my mind next month? I'm SOL? Not cool, Apple.

  1. brainiac

    Joined: Dec 1969


    Not Crazy

    A thread in a previous article answers some of your questions. Apple is giving fifty-two 50 minute sessions for less than $2. The short timeframe for buying 1to1 adds pressure that if you don't get it now, you cannot get it later, and they "buy from apple" ensures they recoup program costs from taking all profits from the sale. If you cannot figure-out that you need 1to1 within the first 14 days after the purchase then you either do not need it, the Mac geniuses will be adequate, or you are clueless and Apple just saved one of their representatives a lot of frustration.

  1. testudo

    Joined: Dec 1969



    I'm sure some who get it would go for a session a week, but most will probably go once a month, max, if not less. So $2 is the 'minimum' made, but that's like looking at a $20 rebate on a product saying "Man, if they sell 5000 of those, it will cost them $100,000" when we know they only end up paying out a small fraction of those purchases.

  1. c4rlob

    Joined: Dec 1969


    Crazy is fine by me

    Once upon a time there was a land far away called Analogopolis where citizens actually learned how to use the products they purchased on their own or with their loved ones - and even looked forward to it.

    I know this sounds selfish - but I'm happy anytime Apple reduces their need to cater to what I call "low-commitment consumers".

    Then again, once upon a time there was also a land called Old Applestinkton - so I can't complain too much about Apple's new found mass-appeal. But I get the feeling that Apple is deliberately trying to balance their mass-appeal potential with their niche-demand philosophy. I wouldn't be surprised if they monitor and deliberately try to taper off the demand for certain services.

  1. manleycreative

    Joined: Dec 1969


    Good deal

    Sounds like an evolution of Apple's policy to charge people if they have to call tech support with stupid questions that waste Apple's time.

    In other words, it's a way to weed out the stupid people by at least making some money off of them and keep the Geniuses from shooting themselves in the head by having to deal with increased customer count.

    Back in the day Apple offered home care where they would come to your home if you had a problem. Apparently, if the technician found that the computer wasn't working because it wasn't plugged in then they were supposed to pretend to fix something rather than embarrass the customer by showing them that it wasn't plugged in.

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