How Apple Devices Can Effect User Decisions

I recently observed a user test where I realised that using Apple devices can effect user decisions and sales. It’s easy to use an Apple device or machine in your design to show off part of your app or product. Adding in a good looking large screenshot of your app close-up encased in a Macbook Air looks like the ideal thing to sell your product to a potential customer. Or so you think…

We use the images of Apple devices to imply great design and hopefully imply quality with quality. The image directly below is a mockup of a Macbook Air with browser, now this could show your product within the browser or your desktop app.

User Experience Problems

This next image shows a generic windows based laptop with the same setup. Browser open showing either your product or web app.

UX Problems

The user test I observed saw users going through a set process and coming across an image on the website which looked like that of the top image, a Macbook Air containing a browser window showcasing a product. The group of users which were tested liked the design which was expected but one of the most apparent comments and questions was not. This comment and question stopped potential customers from buying the product.

“Hmm, that’s a Mac, I’ve got a windows machine I’m not sure if it will work on that.”

And that was it. Sale was lost. No further investigation, nothing. Plain gone.

So the next time you think about using an Apple machine or device in your designs, think about how it can effect the user and the potential lost of sale from a windows user. Try adjusting the overall graphic so not to show the full laptop but the screen instead.

Published by


Head of Interaction and Service Design at DigitalDWP.

4 thoughts on “How Apple Devices Can Effect User Decisions”

  1. An interesting point Gavin which made me think. Surely using browser sniffing (or Modernizr or equivalent) we could find out what machine they were using and replace the graphic with the appropriate image to closely match the users own machine they are using. We can definitely find Mac/Windows and even then resolution, size of device. Great idea, copyright, trademark, patent pending.

  2. Nice find Gavin.

    What would be *really* nice would be to show a different image dependent on the users device. I.E If it’s a Mac, so the mac, if they are running Windows, show the Windows machine.

    That way you avoid this problem for both camps :).

  3. Another example of users not understanding the product/service. And from Ed and Wills, another example of obvious next step in evolution!

    2 great examples in one blog post!

    I have had the same issue recently at work with the client reading more into the mock up than I intended and thus presenting the question. At least they asked me I was able to clarify. I’ll keep that suggestion in mind!

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