The so called 'brilliant', 'industry leading' customer service is a total myth in my experience. First bought an iPad 2. Had it 2 days and developed a known fault with screen. Took it to one of the so called apple geniuses as everyone said they would swap it without hesitation only to be told to go back to point of sale (Argos). Argos sent me a replacement which after 2 days developed a dead pixel. Took it back to apple who said their policy was 3 dead pixels was acceptable and refused to change it. I didn't take it any further as I had bought it to go on holiday which was 2 days after i went in so I took it away. The last few weeks my iPhone 4 home button has lost responsiveness. Again it is a known issue on support forums. I went to geniuses again today and they acknowledged it was a design fault. They told me as it was out of warranty by 100 days however I'd have to pay £130 for fix. My response was firm but very reasonable and asked to speak to shop manager. I quoted 'sale of goods act' I.e fit for purpose over a reasonable length of time etc but they wouldn't budge. They just advised me to go to trading standards if I wasn't happy. It really pisses me off as I know lads who have dropped iPhones, iPads etc and broken screens and then had they swapped without hesitation. It turns out my phone insurance covers the repair but im tempted to follow up with trading standards anyway. A £500 phone shouldn't be expected to break in 15 months.