The move is a big upfront expense on Apple’s part, but could pay off in the long run if the company can lure online customers away from retailers such as Amazon.com Inc and Best Buy Inc, industry experts say.

According to retail-intelligence firm StellaService, customers who buy a product from Apple’s online store can get a refund in under a week, versus 10 days previously.

Anything Apple can do to increase customer satisfaction is a win.