I bought an iPhone 5 online and passed my 4 down to my son. I went into Rogers (my carrier) in Market Mall to have my SIM card switched to his phone and my new phone activated.The Rogers guy gave me a song and dance about his system being down and not being able to do a set up. He gave me 2 SIM's and told me to do it myself and that since his system was down he wouldn't charge me the $10 for the new SIM.
I walked out and around the corner to the Apple store. They asked if I could wait 5 minutes.Of course I could. An Apple employee made all the changes, and set both phones up in about 15 minutes after my 5 minute wait. He asked, "They didn't charge you for the SIM card at Rogers did they? We give them to people free". Cost to me? $0.00
Just tonight my wife hung her iMac at 5:15pm and it was Sunday. We rushed over to the Mac store. Explained we had no appointment, that it had just quit, and I was prepared to leave it overnight since it was so late - I knew they closed at 6:00. Again, They asked if we could wait a few minutes for a Genius. In a grand total of 40 minutes we were walking out of the store with the problem solved. Our Genius was Jenny - and she was just amazing. Cost to us? $0:00
When you buy an Apple product you don't buy just hardware. You buy the best support people available.