Hands on with Apple Store for iPhone

This app really succeeds more as a reference than as a way to purchase. That said, If I had to guess, Apple already had this app in the hands of retail workers, especially the business consultants, then saw an opportunity to add value by polishing it and getting it into the hands of consumers, as well as freelancers like me.

Ready to pre-order an iPhone 4? Add a little novelty to the process by making the purchase using the Apple Store for iPhone app, which offers the pictures, specs and fairly complete product details you need to make that impulse buy.

With the Apple Store app, you can:

• See new and featured products from Apple
• The full selection of products available from the Apple Store online
• Find the latest accessories and software
• Read customer reviews and get answers to product questions
• Buy or reserve a new iPhone with just a few taps
• Locate any Apple Retail Store in the world, instantly
• Make Personal Shopping, Genius Bar & One to One appointments
• Sign up for workshops and events at your favorite Apple Retail Store

Although you can purchase Apple products, adding an item to your cart gives you limited opportunity to upgrade memory, storage or add peripherals in the traditional way. That is, whereas browsing the Apple Store online suggests many software and peripheral add-ons after you click “add to cart,” the Apple Store for iPhone only gives the chance to add an extended warranty or MobileMe — no RAM, hard disk or peripheral options are offered.

You can add peripherals, etc, but only by backing out of the cart and selecting them one-by-one, repeating the process again and again.

Moreover, your shopping cart in the iPhone app doesn’t appear to be shared with your online Apple Store account. So, selecting items in the app and customizing your order later on a desktop isn’t possible.

Find what you need

Yes, using Apple Store for iPhone you can find an Apple Store location, check out the events and class schedules, and even make a shopping, class, event or Genius Bar reservation — it’s all very convenient.

However, the real strength of this app is its usefulness as a reference tool. You get tons of pictures, as well as the product information you need to buy or, for that matter, sell Apple products.

Apple Store for iPhone is a good freshmen effort, but could use some more polish. Integrating the cart with the online Apple Store and adding built-to-order functionality would be very welcome. Fixing the balky screen rotation feature on the iPad would be good, too…

What’s your take?

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