My experience with Apple Store service tends to be totally hit or miss. I went in yesterday psyched to purchase my first iPhone (I know, I know, what is this, 2011?) and my soaring expectations and puppy dog excitement were dashed when I had to elbow my way to an employee. When I was helped the Apple team member seemed virtually clueless on how to go through with the transaction. She called over two other employees to help punch in the order to bring out a phone. Once I had the phone in hand (hell yeah!) I was quickly and professionally helped by another team member to import my contacts but felt frustrated it took twice as long as necessary to complete the simple order. I'd go back to West Towne, but not before troubleshooting with Apple over the phone.