Apple support seems to come and go in waves depending on when the last time someone looked at the expenses were. In my time working there, we'd have months where everything was by the book and the book was the Apple Care service contract written up by the lawyers, or where every customer got the hard sell on all the metrics (they didn't have many but those they had we needed to push).
We also had months where one could get assigned to spending 3 whole days helping a customer port all of their emails and photos out of a corrupted windows outlook installation over to their new mac for no other reason than they'd asked for help getting it done.
Or where you would be celebrated for spending 5 hours with a 65 year old grandmother buying her first computer carefully going over all her needs and specs and down selling her from what the competitors had convinced her she needed (seriously, no 65 year old grandmother getting her first computer needs the hardware or associated software to cut together professional film in order digitize her collection of VHS home movies) and finish up with a sale of maybe $1300 and directions to competitor down the street because they have better photo printers than the few we carry in stock all on the (IMO correct) theory that a customer who can trust you to exactly what they need and nothing more and send them to a competitor for a better product is one who will come back again and again on the basis of that trust.
I don't know how expensive those two interactions were in the short term, but I do at least know that 65 year old grandmother became a regular customer and could not stop telling all the other customers how much she loved us. For as many problems as I did have with how Apple hamstrung their people, I do wish more companies were even half as good as that.