![]() I left the Genius Bar not feeling too good about Apple or its products. ![]() According to his notes: "Ran FSCK, unit had multiple issues" and "repair errored out with Signal 8 and could not be repaired." The Apple Genius also suspected hard drive failure and ordered a 128GB flash replacement. Later that day, I hauled the ailing Air to Apple Store Fashion Valley, where a Genius ran tests. Based on Air's behavior over several days prior to its failure, and final crash, I suspected hard drive failure, even though Air uses flash memory (e.g., the drive has no moving parts). I temporarily switched to Google's Cr-48 laptop running Chrome OS, resulting in a surprisingly good week-long user experience. My more recent saga started on March 1st, when the 11.6-inch MacBook Air I purchased in November fatally crashed, just as my workday was beginning. But is it good customer service or faulty products? I must say that I'm feeling surprisingly good about Apple today. For the second time in nearly three years, Apple gave me a new computer to replace one recently purchased - each a MacBook Air. ![]() I see this characteristic among hardcore Apple fans, who brisk at what they perceive to be the slightest criticism of the company or its products. Oftentimes, particularly with brands that evoke loyalty, buyers' emotional responses are irrational. People are more likely to make purchase decisions based on emotions than intellect. For years, I've asserted that in selling products and building up brand loyalty, feelings are more important than rational things.
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