Why Apple?

I've often had people ask me why I am such a fervent fan of Apple products. Most of the time I have a tough time explaining what it is about the Cupertino, Calif.-basied company's line keeps me loyal to Steve Jobs and his black-turtlenecked army. I tell folks that Apple's products are easier to use, superior in engineering and just plain cooler than anything else out there. Doubters always make the same arguments against Apple: Their stuff is more expensive, harder to find and does basically the same things as other company's offerings. These are valid points. Apple's stuff is more expensive than some of the other companys' products. In this case, however, you get what you pay for. They had been right about Apple products being tougher to find, as well. A visit to an Apple retail store means driving to another state for many people, me included. Everything is available online, however. By now, if you aren't using the Web to make purchases, you aren't just missing out on the convenience of online retail, you are also missing out on the best deals available. Still, Apple products are starting to show up at the same big-box retailers as the other companies. Regardless of what brand of PC you favor, walking into a Best Buy, Circuit City or the like isn't going to yield you the best deal. It's always better to customize and order exactly what you need.

There are many areas where Apple stands out, but the biggest is one I overlook when engaged in an argument with a "hater." Fellow Appleheads shuoldn't blame me, however, because I rarely need it. Customer service.

I bought an Airport Express wireless base station off Apple's Web site shortly after getting my iPhone. I'm finally taking my Internet connection WiFi. I found a solid deal on Apple's site for a refurbished unit. I've never had a problem with their refurbs and have encouraged others to give them a chance. After struggling to get the Express to work this weekend, I sought Apple's expert help this morning.

In the process of trying to get it to work, the Express seemed to die. The lights were no longer working and resetting it did nothing to bring it back to life. The Apple tech talking me through the setup process had me try a few things with no luck. What happened next won't come as a surprise to anyone who has dealt with Apple. Unable to get the Express restarted, the tech said, "We're going to send you out a new one." And, he tells me, they'll be sending a brand new Express, not a refurb. Once I get it, I'm to call them back and they'll have me running in no time at all.

Apple's customer care is unmatched. I've never had a problem, regardless of size, that wasn't resolved to my satisfaction and beyond my expectation. I hope to keep this in mind next time I'm extolling Apple's virtues to a non-believer.