Why I love Apple
Wednesday, June 11th, 2008A few months ago I remember speaking on the phone to Microsoft’s support team because I couldn’t activate a copy of Office 2007. Because I was using it on a Boot Camp partition and sometimes booting it from within OS X with VMware Fusion, naturally the whole Microsoft activation system got a bit confused with the constant hardware changes. So they thought I was a software pirate…which I’m not, despite being completely aware of the whole activation process after years of experience working with the stupid system.
But anyway, on the phone to their team, predictably somewhere in India, I got absolutely nowhere after speaking to a bod, a supervisor and a manager. The result: a downgrade to a dodgy copy Office 2003 and a complete waste of money with regards to Office 2007. So if you read this, Microsoft, why not get in touch and help me activate my software? Don’t complain about the copy of software I’m using when I can prove my purchase of Office 2007 and it’s down to your incompetence that I’m doing it. It’s just pathetic.
With Apple, things are massively different. Recently my MacBook developed a crack in the plastic, resulting from wear and tear near where the clamshell magnets meet the main casing. It’s still well within warranty, so after discovering it seemed like a common problem, I took it into my local Apple store in Kingston.
For those who don’t know, Apple support works in a unique way. Here’s the difference. With Microsoft, you ring a number that costs a body part per minute and speak to an Indian lady who doesn’t even know the difference between a washing machine and Windows XP. With Apple, you go onto their fantastically designed website and use a system called Concierge to book an appointment with a “genius” at your local Apple store. Granted, there aren’t many stores nationwide. But I’m lucky in that respect.
Genius - that’s a good word. Things are slightly different when you do it the Apple way, because every store has at least a genius (I’m guessing) and every single one is sent to the HQ in Cupertino, California to be intensively trained. Wow.
So I go and speak to the genius, who has a unique passion for the product and the brand which just radiates from the communication. Straight away he admitted that the crack was a design fault and even if the MacBook was out of warranty, they’d replace it for free because it was their problem. With Microsoft, you just get told you’re a software pirate by someone with an IQ of 7.
“Our current lead time is seven to ten working days, unfortunately. But we will replace the entire case, keyboard, and so on” he told me. That’s a long time, but I explained that I’ve got a new MacBook Pro on the way so I’ll wait for that to turn up and then bring in the old one for repair. The conversation was far from over. “Will you be looking to migrate your documents over to the new notebook?” he asked. The conversation continued with him explaining the best way of moving over my accumulated digital junk to my new purchase. Wow.
Making the most of his expertise, I decided to ask him about my Leopard upgrade woes. “Yeah, sometimes stability can be an issue when doing an upgrade from Tiger, but if you choose ‘Archive and Install’ as an option from the lower right of the installation screen, I’ve found that can make the difference from a sound install to a bad one.” he happily told me.
Well there we have it. That’s Apple, going the extra mile. If you came to this page looking for reasons to go Mac over Windows, here’s your answer.

