Ing. Calogero Bono
Some Apple Store employees in the United States reportedly activated Apple subscription trials for customers without informed consent. The accusation comes from repair technician Louis Rossmann, in a series of videos posted over the last two weeks. At the center is a 40% enrollment target, which Apple reportedly tracked for each employee. Apple has since removed the metric and reminded staff of the rules on consent. It matters to anyone with an Apple account at home.
A few terms before we get into the facts. Services attach rate is the percentage of customers who, when buying a device, activate at least one service. Free trial is a period at no cost that turns into a paid subscription unless you cancel it. Connect and Personalize is the system through which the customer, by scanning a QR code, lets the staff member see devices and offers. Informed consent means agreeing while knowing the charge will start after the trial.
What happened in Apple Stores?
Louis Rossmann, a repair technician turned consumer rights advocate, has accused some staff of enrolling customers in paid service trials without their consent. MacRumors reports it, describing trials for Apple One and other services.
HDblog also covers the case and describes the practice as widespread among customers passing through the stores. These, however, are accusations, not facts established by Apple or by any authority.
How does the in-store procedure work?
According to MacRumors, the staff member asks the customer whether they want to scan a QR code for a personalized experience. If the customer agrees, the staff member sees on the company device the products owned, the active services and the available offers.
The offers appear with «Agree» and «Decline» buttons on the staff member's screen, not on the customer's. The default payment method of the Apple Account can already be used, if it has not expired.
9to5Mac gives an example. Buying an iPhone entitles you to three free months of Apple TV, which then renews automatically unless you cancel.
Why does the 40% target matter?
Until the start of last week, writes MacRumors, Apple tracked the «services attach rate» with a 40% target for each employee, at least in some American stores. In practice, four out of ten customers had to activate at least one subscription.
An employee told Rossmann, according to 9to5Mac, that they had seen colleagues press the accept button in place of the customer. Some would also have presented the trial as a gift. These are anonymous testimonies relayed by Rossmann.
Apple sends an email when a trial starts, but the person receiving it may not understand that the subscription will renew.
What has Apple done?
MacRumors confirmed that Apple removed the metric from employees a few days after the videos. The official explanation received is that it matters less during the holidays, when many gifts are bought.
Later in the week an internal memo arrived on privacy and consent, including for Apple Upgrade and Genius Bar authorizations. According to 9to5Mac, which cites Rossmann, the text was read at the morning meeting and states that only customers may press the accept button. Apple, so far, has not directly commented on the accusations.
On online store rules you can also read returns extended until January 8, 2027.
Limits to know
The accusations rely on anonymous sources and on Rossmann's videos. Apple has not commented directly, and we do not know how many stores are involved or whether the case concerns Italy. MacRumors says the events concern the United States. It is unclear whether the removal of the metric is linked to the videos or to the holidays. Official responses may still come.
What changes for those working in digital
For anyone buying Apple products, the practical rule is to check your subscriptions after every purchase. For those selling subscription services, even through their own app, the case shows the risk of tying staff incentives to enrollments. A sales target on a free trial can push people toward shortcuts. The same applies to cancellation and retention flows in apps. Consent must be asked clearly, on the customer's own device, with the future price visible.
Our take
A 40% target on enrollments is reasonable only if it measures convinced customers. If the offer screen is in the employee's hands and the trial is called a gift, the metric rewards those who bypass consent. That said, Apple reacted quickly, and that deserves recognition. There is still a design question left open. A consent that passes through someone else's device is fragile, and it should be confirmed by the customer.
Frequently asked questions
Are the accusations against Apple proven?
No, for now they are accusations. They rely on Rossmann's videos and on anonymous employee testimony. Apple has not commented directly, but it has removed the metric and sent an internal memo.
What was the services attach rate?
It was the percentage of customers who activated at least one service with their purchase. The target was 40% for each employee, at least in some American stores, according to MacRumors.
How do I check my subscriptions on iPhone?
Open Settings, tap your name and then Subscriptions. You will also see active trials and can cancel them with the dedicated button, as MacRumors explains.
How do I request a refund from Apple?
Go to reportaproblem.apple.com, choose the refund request and follow the steps. Also check your card or bank statements.
Does the case also concern Italy?
It is not clear. MacRumors describes the procedure in Apple Stores in the United States. HDblog speaks of Apple customers in general, but the sources do not mention Italian stores.
If Apple confirms the end of the metric and changes in-store consent
The coming months will show whether the change lasts beyond the holidays. It is worth watching whether Apple comments and whether it changes how offers are shown.
- Check whether Apple publicly responds to the comment requests cited by 9to5Mac.
- Verify whether the acceptance screen moves to the customer's phone.
- Watch whether the case reaches Italian stores or a regulator.
