I had rather embarrassingly ignored the separation between Apple’s online website and its online store. I had always overlooked the amusing inelegance of a fragmented website for a company that prides itself on integration and simplicity.
Anyway, with no fanfare, Apple updated its site on Thursday to bring both parts together into one site. When you go to buy something now, you don’t get carted off into the ‘store’ subdomain to actually make a purchase. Everything happens from the same combined interface which means your basket is now visible from any page too, in the header. Neat and tidy.
On Twitter I quipped about what happens to the website on keynote day. How does the store go down when the whole site is the store? There’s a part of me that thinks this transition means the iconic ritual of ‘We’ll be back soon’ on new product day will never happen again. I can see how Ahrendts would think it was dumb and can it.