iPod. The iconic product of the last few years. The ubiquitous product. The design classic.

The product that creates a queue outside the Apple Store all by itself. Every morning you find people awaiting the opening of the Apple Store on Regent Street London, desperate to get in. Once in, the chance of getting your product seen that day is slim, causing much anger or despair from customers, and serious strain for the great staff at the store.

Unfortunately, this queue is for those people bringing back their faulty iPods.

The store is a great place to visit and enjoy the Apple experience. However, other shops who sell Apple products send complaining customers to the Apple Store. The store then has become a funnel for iPod complaints. The Apple Store Experience is in danger of becoming a negative one.

Whilst much focus needs to be placed on resolving product issues with the iPod, equally the handling of complaints at the Apple Store needs focus too. If not, customers will wonder whether the price is worth paying for great design.