Beating The Holiday Rush, Apple Style

Not everyone digs the cult that Steve Jobs built. Some people feel Apple products, while well designed, are overpriced. They don't always play nicely with non-Apple products. They upgrade models a lot, making you feel like you're constantly having to spend a lot of hard earned coin to have the latest and greatest in toys.

Steve Jobs never cared about those concerns. Apple still doesn't. But Apple has a thriving business because when you DO choose to become their customer, they think about what you want and they give it to you.

For evidence of that philosophy, look no further than my Apple store shopping experience 5 days before Christmas. The store I went to was PACKED with people, but Apple knows how to handle that.

• They put the most popular items right at the front of the store in a special express purchase section. No WADING through crowds.
• Payments are completed with hand held card readers -- right where you stand. NO WAITING in line at a register.
• Receipts get emailed to you, including gift receipts if you need them.
• I was in and out of the store in 10 minutes -- less time than it took to park the car.

This is why I'm a happy and loyal Apple customer. Join the cult and enjoy your holiday.