The most amazing thing just happened, last year I bought the very nice Etymotic HF3 headphones, excellent sound and good features, only one downside, they broke… That is usually a major hazzle, so I have been procastinating about it for a while, but yesterday I finally decided to take the bull by the horns and I called Apple. After three minutes (literally), it was settled. Some minutes later I got a mail with the return number for the old headphones. Today my replacement headphones arrived!! Amazing, the replacements are here the day after I reported it!! If this is representative for their customer care, I understand why Apple is rocketing past M$!!
An interesting and commendable note is that the important thing for them was not to get the broken ones back and then send me a new pair, the most important was to get me the the replacements and then worry about getting the broken ones back! Thats the way to get returning customers!