At the risk of sounding like a fully paid up Apple mouthpiece you should know that this is being typed on a PC. The same PC is running iTunes as I write.

Nonetheless, it is Mrs S’s birthday later this week. I decided to bite the bullet and buy her an iMac. This is for her, really. Well, maybe a bit for Mini S and me.

Why bother to share? Because buying from Apple is such a great experience. They have really nailed it with the blend of human/computer interaction that I decided on. It was all at my pace, easy, unhurried, the salespeople used their names, answered emails, had an 0800 number to chat on personally, returned calls as promised etc etc. It was just such a pleasure.

There has obviously been a massive amount of thought put into the customer experience and it shows. Well done Apple. I am sure your creations are better in many ways. It is just enhanced immeasurably by the customer service.

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