In case you weren't aware, I use a Mac. Typically, I replace my notebook at about this time every year. There are times when I buy from a retailer, other times I use the "Refurbished Mac" link on Apple's online store and other times I use Apple's media program where ex-demo/review units are sold off. This time, I went retail.

A few weeks ago, Apple opened its latest Australian store in Doncaster. This isn't too far from my home and, as I happened to be going there, I walked into the Apple store and purchased a beautiful new 13" MacBook. This was the top of the range MacBook (other than built to order options). That was Friday 5 June 2009. Sure, I knew that Apple's annual developer-fest WWDC was a few days away but that's a software event and the focus was sure to be the new iPhone software and probably some new iPhone hardware.

However, pulling the sort of sleight of hand Apple is renowned for, the notebook product line was revamped with my three-day old MacBook scrapped from the product range. To add insult to injury, the replacement 13" MacBook Pro had a faster processor, twice as much RAM, FW800, better battery life and, something I've been bemoaning for years, an SD slot. Oh, and it was a couple of hundred dollars cheaper.

On Wednesday 10 June I contacted the government's consumer advocacy body and asked if I had any official recourse for either a free upgrade or a partial refund for the price difference. I wasn't expecting any satisfaction but by this stage the first vestiges of this blog post were brewing in my mind so I thought I'd go through the sort of process anyone else would try in my situation. The advice I received (very promptly I might add, less that 24 hours after my email inquiry) said that unless the sales person made allusion to this being the current product for some time I would not be entitled to any compensation or a free upgrade. No surprises there but I figure that it's free to ask.

So, today, eight days after my original purchase I walked back into the Apple store in Doncaster with my MacBook, the box (complete with all the bits and pieces) and my receipt. Not 30 seconds after I was spotted by a salesperson I was asked if I was a recent purchaser after a replacement. I said yes and within a few minutes the deed was done. No questions, begging, tears, anger or anything. Just a straight swap because, in the saleperson's words "it's the fair thing to do". My credit card is also being credited for the difference created by the drop in price.

Just to make things even better, they transferred the entire contents of my eight-day old MacBook to the new MacBook Pro. I had some errands to run so I left it all with them and less than two hours later they rang me to say it was done.

Why would Apple Do This?

Apple has a 14 day no questions asked returns policy. When I looked at my receipt I assumed that was only for DOA units but it covers any customer wanting to return their purchase. I don't know if all Apple resellers do the same thing but it seems to be Apple store policy. This raises the service bar pretty high.

Now, I know that a lot of people will say that this is just another fan-boy story, espousing Apple's greatness. They'll inevitably rabbit on about how Apple's products are over-priced and the purchasers are just blind loyalists or folk that are more interested in style than substance. Well, sure, that might be true of some Apple purchasers. I know that I can walk into a generic PC store and buy similar hardware at a lower price. But I don't know of too many resellers that would do for their customers what Apple did for me.