Well, again, you are misunderstanding the context. This was back when I was having the problem with the first machine. She’d already decided she wanted a watch some time before. Whilst I was arguing with the manager and his various staff, she went to look at the watches and ended up buying one.

I left the store that day with a brand new replacement machine. It was still very stressful to get them to agree to that, but it ended ok that day.

It took several more months and problems with the replacement for the full story to unravel.

Almost any company — but especially stock-market listed companies— need to grow. If they are losing existing customers, that makes it much harder for them to continue their growth.

There’s a finite number of customers, and companies of the size of Apple cannot afford to lose too many existing customers.

The outcome will be that their share price will drop. And then people will panic. And then… well, they’ve been there before. As have many other ‘too big to fail’ companies.

I’ve already given you examples where they have lost money (literally today) from me choosing not to replace a Macbook for my colleague, and others here have chosen not to buy either for the first time or existing customers have said they won’t buy again because they recognise the change in service and attitude from Apple.

If you really think that doesn’t affect Apple in anyway, you have a very myopic view of business.