In short, a little research and a lot of patience.

I used to work retail at a big box store. This is dead on.

Drowning in choice?

Moneyquote: "Over the last year I keep hearing more and more anecdotes about Apple’s customer service and particularly the experience at retail. All the stories were tales that bordered on the stuff that urban myths are made of. They were repeated over and over to groups of people. They dealt with things ranging from MacBook keyboard problems, iPod failures and customer service during the purchases of back to school systems. In each case Apple did not please these customers, Apple delighted them. Even more interesting, none of the people who told me their story fit the traditional Apple customer demographic, none were die-hard techies nor Apple fanbois. They were all just customers trying to work with the devices they purchased or trying to purchase technology to solve a need. The funny thing is that they’re not customers anymore, each and every one of these folks is now an Apple fan. To the core, if you will."