Hoping the chat is an enhancement to their current stellar support, and not a take away. Chat can be easier and more efficient sometimes, but there are times when I just want to talk to a person to explain my issue, and Apple has always been very good at offering that.
Recent personal example:
I have a 2010 27" iMac with AppleCare. I have been experiencing unusual and inconsistent responsiveness on it for a while. Re-imaging, doing various low level resets, hard drive health verifications, etc. did no good. So I sat down one day a couple of weeks ago and ran AHT on it. Armed with an error code I scheduled a time for Apple to call me the next day. At the appointment time I promptly received a call.
I spent a few minutes explaining the situation to the tech, and he handed me off to a second level technician. After discussing the issue for about 10-15 minutes, and providing some logs to her (a very easy process that Apple makes hassle free and efficient) she suggested a change out of my hard drive fan and logic board. They dispatched a tech out to replace the parts. Parts arrived within 48 hours, and he came out. After replacing the parts and firing the machine up it was evident that the slowness wasn't gone.
Tech said, "I'll dispatch out a new hard drive and, by the way I see some splotches on your display, so I am going to order a new LCD, also."
Parts arrived next day. Tech came back out and replaced them. Machine runs like new. So, with one phone call and about a half hour on the phone, I basically got the entire inside of my nearly 3 year old machine refurbished (processor was part of the logic board replacement). There was no hassle or frustration on my part, and the complete process was almost pleasant.
This is typical for my experience with Apple customer and technical support, and it contrasts greatly with my experience with vendors such as Dell and HP.