Apple has given its e-commerce website (opens in new tab) a refresh that has seen a dedicated 'Store' tab reintroduced, marking the return of a feature that disappeared some six years ago.
The company's site went down briefly earlier today and, as reported by MacRumors, came back up again with a revised page layout featuring the new tab. The "Store" tab takes customers directly to a dedicated online purchasing (opens in new tab) section, which allows customers to buy items from the current product lineup.
In a move that’s clearly designed to make the purchasing journey that little bit easier, online shoppers (opens in new tab) can select the likes of the iPhone (opens in new tab), iPad (opens in new tab), Mac (opens in new tab), Apple Watch (opens in new tab) and Apple TV (opens in new tab) in an instant. It essentially bypasses the need to visit a dedicated product page, or locate the traditional ‘buy’ button.
- We've also featured the best business smartphone (opens in new tab) choices around
- And here's the best business tablets (opens in new tab) pick
- Start your own online store with the best website builder (opens in new tab) options
Visitors to the Apple site are now also presented with a horizontal selection of products, along with any latest additions, relevant promotions and associated accessories. MacRumors likened the styling tweak to the same sort of experience you get during a visit to the Apple Store app. It certainly appears to be a more rounded design with easier options for browsing current smartphone models including the iPhone 12 Pro (opens in new tab), iPhone 12 (opens in new tab), iPhone SE (opens in new tab) and iPhone XR (opens in new tab) via a dedicated carousel.
Once a dedicated product is selected, customers can subsequently choose from available colours, storage size and other product variations that are available depending on the model. The improvement means there’s no longer the need to navigate through as much page furniture before arriving at the ‘buy’ button.
It’s an improvement over the original Store tab, which disappeared following a 2015 redesign of the Apple website. That original purchase path took you to an entirely different domain.
And, while it might not be a radical change to the Apple site, the subtle tweaks appear to make buying products much easier.
- Also, check out our roundup of the best ecommerce hosting (opens in new tab) services
Via: MacRumors (opens in new tab)