Apple should have the same policies in North America as they do in the rest of the world IMO.
The band swap program is not something that is done very often in stores currently. It is not done via the phone AT ALL. The only option you have there is to upgrade your band to a different kind of band. Example: White Sports to Silver Milanese or Brown Leather Loop or Stainless Steel. No other color options are offered and you pay the difference minus the $50 you get back from sending back your White Sports.
The Store had to get SPECIAL PERMISSION by management to do a band swap for the color I wanted. This is one example of how Apple is NOT taking care of customers. You should be free to get ANY color you want even if it isn't the preferred color choice.
i agree they should have the same policies worldwide, and it's annoying, but they don't. it is what it is.
if you read what i said that is exactly as expected. you can't swap white sports to any other colour because they don't offer any other colour (in fact, i just realised they pulled the SS + pearl nylon band, so that's not even an option either). so clearly, the only other ones you can swap to are going to be more expensive.
rechecking the current packages offered, the band swap program is essentially pointless now. the only options you really have are to swap a sport band for a nylon band (in the case of the aluminium watches) in a colour predetermined by apple, or to buy a more expensive band for your SS or SBSS watch.
the main problem with allowing band swaps en masse would be with the matching hardware (ie the concrete band on the gold aluminium watch comes with gold hardware; those bought separately have SS hardware)