I've only dealt with Amazon customer service once regarding my Kindle. I was so surprised that they called me in Australia within 10 minutes of submitting my request, that I nearly fell off my chair.
Now - the service wasn't so great in that my problem wasn't really fixed. He led me through a factory reset which certainly restored normal functionality, but really didn't establish the root cause (and emptied my Kindle of content). However, I established with the help of forums that what I likely experienced was indexing issues and now I just look out for that issue and correct it myself.
I don't personally own an Apple product, but I know quite a few people who own one or more items and they have unanimously appreciated the customer service when it was needed. It's been enough for me to be pretty sure of the quality of their service regardless of any other opinions I have about their products.
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