Apple gets it and that’s not news for most everyone. However, the experience I had this week with their customer service department is above and beyond the typical expectation most all brands deliver on. With only six weeks left on my Verizon contract and a new iPhone forthcoming—the logic board burned out—iPhone dead. After calling Apple I was told the repair would be $250.00 and a three to four day wait for repair. As a primary business tool for communicating with our clients and partners that was not what one would want to hear. The customer service agent at Apple said, “Mr. Whitlock can you please hold one minute?” I said, “Sure!” Shortly after the Apple agent said, “Mr. Whitlock, since you’ve been a loyal customer of Apple for many years we’re going to have a new iPhone for you in the Apple store tomorrow—free of charge. She went on to say, “We know this is a critical tool in your business and we don’t want you to be without that device.” I almost fell out of my chair! And, if you’re wondering if I had the Verizon insurance plan or Apple Care—I did not. Bam! Apple get’s it and sets the bar for other brands. I have no idea if this is corporate policy or not. However, the agent understood my needs and she made me an even more loyal brand advocate/ambassador for their great company. But, the story doesn’t end there. The next day I received a call from the same Apple agent and she wanted to know if I had my new iPhone. Bam! Apple score more points. And, if that wasn’t enough, there were no appointments at the Apple Genius Bar for another five days. The Apple agent made a direct call to the store to make sure I would be taken care of the day before. Like I also noted in a post from Spotify, being loyal to a brand really does matter in their eyes. Relationships with brands are a two way street. So, when you’re thinking about that next purchase and looking for a life long partner with a product or service—ensuring you’ve selected the right partner for you (or your company) pays dividends in the long haul. Apple, I love ya forever!