Apple is great about giving away GOOD free stuff. My MBP 2011 arrived DOA and when I called to send it back for the replacement they:
-Gave me a really nice MBP Case
-Gave me another power supply
-Refunded my shipping cost
-Bumped my shipping on the new one
-Gift Card
WIN!
I think my attitude helps a lot in these situations. I'm never rude, I never yell, I am always polite, and I state the truth: I was just disappointed but I love their products.
Apple has always treated me great as a customer. I cannot think of another company that does so as much as Apple. You know, when I hear horror stories from people dealing with other companies I wonder why they don't treat their customers better?
The HP and Alienware stories are like watch car accidents in motion. You can't help but watch even though you know its going to be a disaster. If you ever feel Apple isn't treating you right, Google Alienware and Horror Story and enjoy the sad, but true accounts. (Reseller Rating also has some great Dell stories).
Cheers!
-P