Service — We are committed, first and foremost, to serving our customers, which is why we have developed the best service organization in the business, complete with 24-hour guaranteed response if your machine is down. We understand that our customer base is the life of our business and we strive to maintain long-term, meaningful relationship with each and every one.
The Microsoft Surface Pro has a similar size and price to the 11" MacBook Air;[74][75] Apple CEO Tim Cook has criticized the Surface Pro and other Ultrabook hybrids running the touch-based Windows 8, that attempt to combine laptop and tablet functionality in one device, saying that such devices were confusing like trying to "combine a fridge and a toaster".[76][77]

Much like Apple handles support calls over the phone, soon only customers within their warranty period will be able to access online chat support through getsupport.apple.com for free. For others, Apple will charge what it refers to as a “pay per incident” fee or require the purchase of an extended warranty through AppleCare. Previously all online support chat features were available for free to users worldwide. Some users might have noticed back in August when Apple revamped its support sites that it started listing a $19.99 per incident fee for chat support. However, up until now AppleCare hasn’t actually been charging users to access the feature.
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