The location is just perfect (if you're ok with being in a smaller town). It indeed is close to the beach and grocery stores, restaurants and the bus stop (once per hour to Pollenca and Alcudia) are very close. Still, you're just high enough to have a great view from the balcony as can be seen in the pictures.
The apartment itself is also nice: quite modern, not luxurious but has everything you need.
We had a great time here and used it as starting point for lazy beach days and trips to Formentor and through the mountains to Soller.