Executive Summary Apple is recognized to have a satisfactory customer service experience. Customers have described the customer service as quick and easy. Apple employees are polite and welcoming. They use instructions developed by the ‘Genius’ program. However, the technical customer service that is sent to home-based customers may sometimes lack the right skills or right replacement parts. Apple reduced reliance on expertise from dealers creating a gap in technical service. Dealers were required to hire engineers. Apple appears successful at segmenting customers at the individual level. On the other hand, its geographical segmentation in China has created negative publicity. Customers in China appear to be underprivileged compared to customers in other countries. Samsung customer support services appear more specialized to product models compared with Apple’s customer services. Introduction Apple offers customer services known as complementary support which addresses “basic setup, installation, assembly, and connectivity” (Complementary Support (United Kingdom)). The services are conducted through phone calls, face-to-face communication, and through the website. Customers are eligible for the complementary services within 90 days after purchase of an Apple product. The company also offers a one-year warranty service. Apple has trained its employees to recognize different categories of customers. The angry customer requires attentiveness. The indecisive customer requires an objective service person who has no intention to directly increase sales. The suspicious customer may require a service person who is well-informed about the products and the company (Government of South Australia 2006). Apple’s satisfactory customer service may rely partly on the accuracy of their technique to categorize customers. Their success on customer service depends on the ability to address an individual customer’s personality rather than generalizing customers (McGuinn 2009, p. 61). High tech products can be “divided into standardized and non-standardized products” (Viardot 2004, p. 195). Customer service of standardized products can be performed by dealers in a country because understanding the product does not require specialized training. Non-standardized products are designed to meet the requirements of a particular customer. They are sold at a higher price and require the company to deal directly with the customer. The company needs to have a personal contact with the customer (Viardot 2004, p. 196). Apple has adopted the personal contact requirement even for its standardized products. Through this technique, it has increased the speed of helping customers and dealing with complaints. Apple is able to contact customers through phone calls or emails in case of problems such as a repair or replacement program. High-tech companies are sometimes required to provide services at the customer’s home or workplace. The services should be carried out promptly and at a low cost (Oracle and high tech industry 2003). Customer service is a satisfactory experience when a “technician or engineer with the right skills, knowledge, and service parts arrives” (Oracle and high tech industry 2003, p. 4). Customers want their problems so