OK, Apple's support product, for the Mac. The focus on support is to address buyer's apprehension that the Mac is difficult to use, support being a key benefit

OK, Apple's support product, for the Mac. The focus on support is to address buyer's apprehension that the Mac is difficult to use, support being a key benefit to many buyers. If you are saying support helps to resolve difficulty, then yes if you have difficulty with a Mac, Apple has the Genius bar. This is a different approach than setting an expectation of easy to use, because this ad is not for the computer but for the support. Reference the original iMac - "there is no step 3" ad. That ad was advertising the iMac as easy to use. Easy to use is probably an echelon below Excellent Support, on the user satisfaction scale.