14 DAY TRIAL // Apple has gone through a silent redesign that has seen the removal of its famed "Store" section from the site's menu.
Additionally, the store.apple.com subdomain is also gone, with former links redirecting users to the products' presentation pages.
Don't get us wrong, you can still buy Apple products on Apple.com, but now, the Buy buttons appear next to each product's showcase page, so you no longer have to navigate to the Store tab and move through the buy and checkout process from there.
Once you press a Buy button, all the options for each product are displayed, making it much easier to select the desired product variant and move on to paying for it.
This simplifies the shopping experience on the company's main site, one of the biggest retail stores in the world, with around 1 billion visitors each year.
Getting people to a store's checkout page in as fewer steps as possible has been a focus in UX (user experience) research lately, with the researchers at the Baymard Institute providing some of the best insights into redesigning this process. Just check out their E-Commerce Checkout Usability reports for more details if interested.
