Getting tired of stories about how Apple continues to succeed?  Then skip this post.

There have been thousands of articles and books written about successful marketers who exceed expectations and delight customers.  Apple continues to exceed expectations in hundreds of ways that most of us don’t notice, but here’s a few of the most obvious:

Product Design – developing features that consumers didn’t know they would like, but end up loving and needing.  (Multi touch-screen phones are a great example, as are Garage Band, iMovie or more recently iPhone folders)

Advertising – Is there another company who has more consistently entertained in its advertising?  The soft selling that takes place in the Mac vs. PC ads or the iTunes ads that just feature people enjoying music is quite remarkable.  Even the iPhone ads, which seem to be selling a bit harder, give really good tips on how to use the phone more effectively.

And customer care – the Genius Bar, the Apple Store staff in general and the Apple Store concept itself are a physical manifestation of Apple’s desire to exceed customer expectations.  By focusing on an architectural vision that is complementary and equally as smart as the Mac and iPhone themselves, the Apple Store is a place where consumers feel like they are part of an elite, smart group who has made a very good decision to “go Mac.”  Consumers didn’t know they wanted this sort of experience, but guess what, they really like the Apple store, no matter how long they have to wait for help.

Which brings me to my story.  After a recent purchase at the Apple Store, I had some questions on my bill.  I called the number and was on the phone very quickly with an expert.  We resolved my issues and then I heard something I have never heard before from any help desk: “I learned something from you today and because of that, I’d like to send you a gift.”  And yesterday in the mail, I got my gift – a travel coffee mug, a hat and a t-shirt.  Here’s a pic:

Question to those reading — what is more surprising, the statement by the help desk, or the gear?

The Macs now outnumber the PCs in our house, although to my great embarrassment, I’m still stuck on Vista.   But I know enough about the Mac to be dangerous, so I do think I’ll be able to wear the shirt in public on occasion.  I’ll certainly use the mug.  Not so sure about the hat.

So thank you Apple.  You may scare me as a dominant provider of technology, but in the place where you are really leading – delighting customers – you are setting a high bar that every business should emulate.