Pixel Envy

Written by Nick Heer.

Apple Instructs Stores to Prioritize MacBook Keyboard Repairs

Joe Rossignol, MacRumors:

Apple’s memo, titled “How to support Mac customers with keyboard-related repairs in store,” advises Genius Bar technicians that these keyboard repairs should be “prioritized to provide next-day turnaround time”:

Most keyboard-related repairs will be required to be completed in store until further notice. Additional service parts have been shipped to stores to support the increased volume.

These repairs should be prioritized to provide next-day turnaround time. When completing the repair, have the appropriate service guide open and carefully follow all repair steps.

Apple did not provide a reason for the in-store shift for most keyboard repairs, but the company is highly regarded for its customer satisfaction, so it could be trying to speed up the process a bit to alleviate frustration.

This is a good policy adjustment, albeit a somewhat late one for a years-old problem. But it’s also an acknowledgement that these problems are well-known and need to be rectified in a permanent way with a different keyboard design. I’m just guessing here, but I bet that customers do not want easier fixes for their devices as much as they want devices that do not break as a result of a flawed design.