Apple has been the subject of numerous criticisms concerning its highly closed production and operating system, including when it comes to repairing its devices. Due to criticism and changes in legislation, particularly in Europe, the company had no choice but to adapt and open up repair options for its users.

Apple's policy on repairing its devices

If you've ever broken your iPhone, you probably know that it was virtually impossible to get it repaired without going through an Apple centre or an authorised repairer.

The majority of repairs involved replacing broken iPhone screens, and the cost of having your screen replaced at an Apple centre often discouraged customers, who ultimately preferred to opt for a new iPhone.

The release of a new model every year further encouraged this behaviour among the brand's customers, giving them the impression that they were benefiting from the latest technologies in the latest models.

However, Apple had no choice but to evolve in a context where environmental issues are increasingly becoming a focus of concern. Legislation is moving towards requiring manufacturers to offer solutions that make it easier for consumers to repair rather than discard their devices.

What is the Self Repair Service?

Since 6 December 2022, Apple has been offering a service that is unique in Europe: the possibility for individuals to repair their own devices. This Self Repair Store, now available in eight European countries (Germany, Belgium, Spain, France, Italy, Poland, the United Kingdom and Sweden), allows users to purchase official parts directly from Apple and hire the tools they need to carry out repairs at home.

A service dedicated to "experienced DIYers"

Apple offers more than 200 spare parts and tools via this platform, accompanied by user and repair manuals. These resources are the same as those available in Apple Stores and Authorised Service Centres Apple , thus guaranteeing their authenticity and quality. However, Apple emphasises that this service is intended for knowledgeable customers with prior experience in electronic repairs. For novice users, the brand always recommends contacting an Apple Store or an authorised repairer to avoid any risk of damaging their device during handling.

Certified parts, a supervised process

The process of purchasing parts from the Self Repair Store is strictly supervised. Customers must provide the model and serial number of their device, which prevents third-party retailers from offering these parts directly on the market.

Every part available through this service is genuine Apple and has undergone rigorous safety testing. However, the price of the parts remains the same as in the Apple Store, with the only difference being the absence of labour costs. This business model may seem advantageous for savvy users, but it raises the question of its real appeal to the majority of consumers, who may find it more convenient to have a professional take care of the repair.

A gesture for the environment: recycling and reconditioning

As part of its eco-responsible approach, Apple offers customers the option of returning used or defective parts once they have been replaced. In return, users receive a purchase credit, which encourages them to participate in the recycling and reconditioning effort. This initiative is in line with the brand's environmental policy, which seeks to limit the impact of its products on the planet.

That's what Apples says, but what about in reality? We put it to the test.

A strategy that protects the brand while offering benefits to customers?

We tested it out and ordered a battery through the Self Service Repair service.

Tool kit

The tools available for hire cost €55.20 for one week. Please note that you will be asked to provide a deposit via credit card imprint in case of damage. The price charged is the price of a new tool. And each part has a seal, so you won't be able to fool the brand...

Another drawback is that the tool kits are only available for iPhone 12 and above.

Finally, don't imagine that these tool kits are small... they are actually quite large, suitcase-type cases.

Cost

As for the cost of repairs for customers, everything leads us to believe that this service offered by Apple is just a front.

The price remains high between the part and the tool rental, and there is no financial gain for the consumer.

Example for an iPhone 12 screen:

Tool kit rental: £55.20
Screen (+ adhesive + new screws): €330.11 (- €40.32 if the old one is returned) = €289.79

Total = £344.50, compared to £338.99 if repaired at an Apple Store!

With similar or even higher prices, a deposit and the logistics involved in returning bulky kits, one wonders where the real advantage lies... On the contrary, consumers can quickly be put off and the choice to have the repair done directly at the Apple Store is an easy one.

Repairs open to everyone?

Beyond this observation, Apple is overprotecting itself by invoking the need to be notified in order to carry out repairs itself and is multiplying warnings in its repair instructions (e.g. in the event of damage to X part, replace the iPhone): this is a real strategy to instil fear in consumers.

It is therefore difficult to understand Apple's desire to open a home repair service BUT ONLY for consumers who are knowledgeable about smartphone repairs.

Guarantees

In terms of warranties, there is a two-year legal warranty of conformity and against hidden defects in accordance with French law. However, this warranty only applies if a defect renders the product (in this case, the spare part) unusable:

Apple Distribution International Ltd, Hollyhill Industrial Estate, Hollyhill, Cork, Republic of Ireland ("Apple") warrants that the Self Service Repair product is free from defects in materials and workmanship when properly installed (if the Self Service Repair Product is a Self Service Repair Part) and when used normally in accordance with the guidelines published by Apple, for the applicable Warranty Period specified below... - 30-day warranty.

The following are excluded from the warranty:

- The part if it is incorrectly installed, has been subject to negligence or tampering or any other damage (even if caused during repair)

- The device once it has been repaired, EVEN IF USING SELF-SERVICE REPAIR (this is not the case if you use an authorised repairer - 90 days from the date of repair or until the end of the standard warranty, whichever is longer)

- Normal wear and tear.

Your part and your iPhone are therefore not covered by warranty. Yet another reason to discourage the use of this service.

Trade-in of your old part:

Finally, the last observation that left us speechless in terms of the brand's hypocrisy was the trade-in of your old part. When we ordered our battery, Apple indicated on its Self Service Repair website that it was possible to return the part (in this case, the battery) for recycling or reconditioning in exchange for a purchase credit (in this case, approximately £45).

Finally, when we contacted the chat service in accordance with the procedure indicated, we were told (excerpt from our conversation with Apple support):

" APPLE CHAT - As batteries can be considered hazardous waste, we cannot provide a return label. To be eligible for credit, we require proper disposal of the replaced battery. I will need to ask you a series of questions to determine the condition of the battery: 1. Does the battery have any punctures, creases, folds or is it bent? 2. Has the device ever emitted hissing or popping noises? 3. Has the battery emitted smoke, gas, or flames? 4. Has liquid leaked from the battery? 5. Has the battery expelled soot?

NO - No

APPLE CHAT - Before the repair, did you experience: 1. A blurry white screen? 2. Separation between the screen and the iPhone body? 3. "Squishiness" of the screen? 4. Metallic chemical odour? 5. Bulging of the case? 6. Swelling?

- US - No

APPLE CHAT - Thank you! Please dispose of your battery safely at your nearest electronic waste disposal point. Many supermarkets and retailers have dedicated battery containers near the entrance. We do not require a receipt, but we do need to know where you are disposing of the battery in order to receive credit. This must be done within 14 days.

That's right, Apple does not handle battery recycling and does not ensure that we recycle properly. All you have to do is provide any collection point address to receive our purchase credit!

In conclusion

This home repair programme offered by Apple seems to only meet European legal requirements, namely to offer repair solutions to customers. It is nothing more than a facade.

There are no advantages for the consumer: cumbersome logistics, the risk of losing a high deposit, the price of the part being identical in the Apple Store, and a total lack of warranty.

Worse still, the brand claims to take back your worn or broken parts, when in fact it does not.

In short, iPhone owners will either continue to have their devices repaired at the Apple Store, or they will continue to use third-party repairers or do it themselves by ordering parts at much more affordable prices.