Poor customer service at istore Pietermaritzburg (Midlands branch)

Hello Peter

I am writing to formally lay a complaint regarding the extremely poor customer service I received at an Apple Store in Pietermaritzburg branch on 24/11/2025

I visited the store to trade in my current iPhone, which the customer service agent evaluated and offered me a trade-in value. I was then advised to step out of the store for an hour to clear “Find My iPhone,” after which I would return and continue with the purchase of a new iPhone 17 Pro Max. I was even asked to choose a colour for the new device, and at no point was I informed that this was the only unit available in the store.

When I returned, I was shocked to be told that the device had been sold to someone else, despite the clear impression given to me that it was being held for my transaction. The staff then stated that their policy is “first come, first serve,” yet this policy was never communicated to me, nor was I advised to make any form of payment to secure the phone before leaving. Had I been informed, I would have paid immediately.

During the evaluation of my current phone, the staff removed my screen protector. When I requested that it be replaced—since it was removed as part of their process—I was told that I had “voluntarily agreed,” even though I only agreed under the impression that my trade-in and upgrade were going ahead. To make matters worse, the manager refused to replace the screen protector from iStore and instead offered to buy one from an informal vendor, which I find completely unprofessional and unacceptable for a premium brand like Apple.

Throughout this entire experience, the staff were dismissive, nonchalant, and showed no sense of accountability or willingness to assist. No apology was offered, and no support was given—even when I offered to purchase the device cash or asked for help ordering the phone online for delivery to the store.

This experience has been deeply frustrating, time-wasting, and far below the standard expected from iStore.