Apple and its shareholders hopes Steve Jobs lasts that long.
Apple can afford real customer service like this because it draws people into their stores and they spend money while they wait there, probably in proportion to the amount of time they wait around. You gotta pay for it one way or another. The phone service sucks unless the problem is very simple because they don't get anything from you over the phone. Dell has a different strategy. They want you to go away and not cost them anything, so they transfer you to India in hopes that you will get so frustrated that you'll give up. Steve is the real genius in this particular case, though Michael Dell is pretty darn rich.