App stores have changed our behavior and you probably didn't even know it

I am absolutely fascinated by the mentality shift between consumers that purchase in the "real world" market place versus the mobile "App" market place.  Why is it that when you purchase an App you're essentially opting in to a "take it or leave it" situation?  How does it make sense that lesser quality standards and expectations are acceptable just because a company sells their product on the App store? 

When purchasing a product in the traditional retail space, consumers are highly invested in their experience, product quality, and subsequent performance.  If I'm not happy with my purchase, I call up the company and let them know.   On the contrary, the centralized and invisible forum of the App marketplace seems to have trained consumers to lower their expectations, purchase blindly, and even accept disappointment.   It's like all rules of business have been thrown out the window.   Take it or leave it sucker!!!  Once you click that button see ya never!

Consider a trip to the actual Apple store to buy a computer.  You go in having done your research about the variety of products available.  While there, you interact with the salespeople, having all of your questions answered.  During your decision-making, you are able to test run and fully understand what you are buying.  Naturally, you’re allowed to take some time to contemplate before committing.  Once you’ve bit the bullet and made the purchase, you are welcome to return it if you're not happy.
   
Now take the “App” store.  You make an instant purchase on no more than a paragraph of description, an app icon, and perhaps recommendations from a friend who has it.  If you don’t like it or it doesn’t work – there is essentially nothing you can do about it.  There is no human interaction, consideration, nor reparation offered by the extremely popular App store – and we, the consumers, are fine with it!  Ever heard of someone returning an App?   I haven't.  The App Store has changed the way we consume.

Obviously one reason may be the prices.  While it may take you a month to purchase a car, there’s not much of a thought process behind throwing away $0.99 or $1.99 on a game that challenges you to slice fruit quickly.   Similarly, with a larger purchase you have invested your time and energy, while purchasing an App is as simple and easy as entering your password.  With minimal effort and low price, I guess the gains somehow seem well worth the “risk”.

So that's it?  Selling inexpensive products means a business doesn't have to be responsive to its' customers?   No.  There are plenty of products we purchase for under $5 that we expect more from.   There's something bigger here.  The marketplace builds an emotional shield between consumers and the companies selling on it.   That's great news for the app developers out there that really don't give a crap and are psyched for their $0.66 checks they get from iTunes, but for companies that do care it's an ironic challenge to be able to reach out to their customers and offer a true service because their purchasers are already expecting the worst. We've even had customers offended when you try to help and humanize a mobile App purchase.   Crazy!

Co-writing credit to:  Emilie Bogrand