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On November 17th Apple quietly removed all ratings and reviews from their online store, with no official justification as to why. And this left many people wondering what Apple’s motivation was. After all, about 90% of consumers read reviews before buying a product online, and considering the Apple store offers exclusive items, it can be difficult to find the relevant information customers need to make the right buying decision. So in this video I’m going to share some interesting discoveries I made while investigating this topic and help solve the mystery behind Apple’s decision to remove reviews from their website.

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