Apple's customer service is a huge positive for them. I've never used a company even remotely comparable on any level.
Speaking to them for an hour on the phone, getting a call back at the time promised, getting emails with helpful pointers to problem solving and then visiting a genius bar (and having the problem solved) was something almost alien in this day and age.
I was only a partial, albeit reluctant, fangirl before that, now I'm a fully fledged evangelist.
