I read an interesting post from Kevin Hoffman about his experience in dealing with Apple.
He was having some problems extending some example code and emailed Apple for some help.
They responded with help in reproducing his problem, gave some optimization tips and treated him like a real person.
I'm sure that there's lots of cases where Apple is like a black hole, but I like to think that the 'cult-of-the-apple' is because of this more human approach.
Maybe thats a lesson to us all.
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