Apple support

I called Apple Support last weekend.

I never expected how it went:

• I said I’d scratched my iPhone16 case
• Expected nothing (it was a research call)
• Chatted about parenting with the rep for 10mins
• They shipped a new case despite it being my fault

The interaction was genuinely enjoyable & value-packed.

How often does that ever happen!?

Edutainment isn’t just for pre-sale.

It’s also for post-sale.

They invested into me:

• A good experience
• £40+shipping

They’ll get out of me:

• Thousands of dollars of future phones
• Thousands of dollars of future computers

Pretty good trade, huh?