Bunch first congratulated employees on great customer satisfaction numbers from AppleCare, but noted the company has room to improve their support practices. According to employees, Apple is planning on focusing on AppleCare+ protection, which provides support for iOS devices like the iPad and iPhone. It does cover accidental damage and extends the iOS device's warranty to two years. So far, Apple has seen 30 million signups for AppleCare+ and is has generated $2 Billion revenue for the company.
Currently, AppleCare+ must be purchased within 30 days of buying the device but Apple could expand that to window 60 days. In addition, Apple is considering pushing AppleCare+ into a subscription service tied into ones iTunes account.
Currently, AppleCare+ must be purchased within 30 days of the purchase of a supported device. Bunch says that Apple has begun piloting an expansion of this timeframe to 60 days, and that the company in the future may ultimately completely move the 30 day time limit to 60 days. Currently, a customer must purchase AppleCare+ at the time of purchase online or in a store, but she said that Apple is experimenting with new online diagnostic tools to make the purchase process of AppleCare+ simpler after the time of the device’s purchase.
Bunch also noted that Apple is considering further pushing AppleCare+ as a subscription service via Apple’s iTunes-based billing program that is used for iTunes and App Store content. Bunch said that Apple is also looking into a version of the AppleCare+ program for Mac computers, but she noted that such program may never appear because the economics are not prime for such an offering. Bunch also addressed the competition from third-party and carrier insurance/support programs. Many carrier programs offer support in cases of lost and stolen devices, and Bunch noted that in order to remain competitive in that space, Apple will have to move to offering those services in the future as well.
Apple will also be focusing on iOS support and plans on rolling out a feature that will allow support technicians to screen share onto a customers iOS device and allow them to fix or diagnose a problem. In addition, Apple is considering rolling out 24/7 phone support in addition to their 24/7 chat support. There are also plans to bring significant enhancements to Apple's online support site.
Apple is said to be developing new tools for customers to more easily self-diagnose and troubleshoot problems with Macs, iOS devices, and other Apple hardware, software, and services. Apple is also working on complete redesigns for the user-facing support tools website and discussion forums for debut later this year, according to employees who attended the Town Hall
Finally, Bunch ended the meeting by saying Apple is due for a "Super Bowl" of a fall with regards to new products. We expect a new iPhone, iPad, iOS 8, OS X Yosemite, new Macs and of course, the long awaited iWatch.