While this may be a negative customer experience story, here is a story about how apple's customer service did me a solid recently.
I had tons of left over rewards points from amex. I used them to order $250 worth of apple store gift cards. Order placed and confirmation emal received. Estimated ship date was NOV 24, order was placed on OCT 28. So naturally I am wondering why it takes a month to ship 3 gifts cards.
I called apple, spoke with a CSR (can't remember his name). He put me on hold a couple of times and plainly admitted he was not sure why the ship date was so far out. He said he would flag the order and sent it up the chain. I said okay and waited a couple of days. I check the order status two days later and it said that the order was cancelled, but it looked like a duplicate order had been placed (so basically a cancel and re-order thing).
So I call apple again and ask them what's up. The CSR was helpful and said that the order was still on its way and it was "prepared for shipment" (meaning it would probably ship in a day or two). Got an email confirming that the order did in fact ship on NOV 4 and would be delivered by NOV 9.
I also asked if I would be able to apply these gift cards to my recent 13" CTO MBA and they said that yes I could. I would just have to call apple and have them apply the gift cards to my MBA order and they would credit my amex.
Seems like smooth service to me