I’ve always admired companies like IKEA and Apple for how they’ve redefined the customer experience.
Both have built brands around how they make you feel — not just what they sell.

But recently, I noticed cracks in both experiences.

🪑 IKEA: From Self-Serve Simplicity to Confusing Complexity

We’ve all done the IKEA walk — showroom inspiration → trolley in the warehouse → checkout → done.
But now, some items are self-serve while others need to be ordered separately at a pickup point.
So you’re juggling trolleys, product codes, extra orders, and different payment steps.
It’s efficient for them, maybe — but confusing and time-consuming for the customer.
That signature “grab-and-go” flow is starting to break down.

🍏 Apple: From Seamless Support to Scheduled Frustration

Once upon a time, you could walk into an Apple Store and get your issue fixed on the spot.
Today, you need an appointment — fair enough.
But when you wait 30 minutes past your appointment time with no updates, no visibility in the app, and a sore back from those wooden blocks (which were “cool” about a decade ago)… the shine fades.
When help finally came, the service itself was excellent — quick diagnosis, free replacement AirPods.
But the experience between arrival and resolution? Not so great.

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Both brands still deliver quality outcomes.
But both are drifting from the ease, empathy, and transparency that once made them exceptional.

It’s a reminder that customer experience is never “done” — it needs constant tuning, even for the best.