You know what's pretty funny is that Apple says they're all about making for a great customer experience. While their products certainly achieve that (well, for the most part, if you don't have a bricked iOS 10 update or an iPhone 6 with "Touch Disease") and their services achieve that (customer service, Genius Bar, free workshops and youth programs), it's the experience of getting their products and services that is relatively the worst part of the Apple experience that should be completely revisited and revamped.
Granted, third-party companies such as wireless carriers that don't have the same level of commitment as Apple are involved that hamper the experience. And for many customers, it's not a straight purchase unlike getting a Mac: there are many different programs and methods on how people obtain the iPhone and iPad, such as upgrade programs, lease programs, finance programs, trade-ins, etc.
I thought that new head of Apple Retail Angela Ahrendts was supposed to address and fix all that, but two years later, it's still a mad rush at 3AM Eastern Time into antiquated, broken, and overburdened systems, and every party has a difference answer for every customer, and everyone has a different experience.