58 high-tech, high-touch anticipatory customer service two installs. So what exactly is different--what is the difference, in other words, that makes all the difference? What Apple, present-day version, has painstakingly created over the course of years of improvement looks and feels like it comes from an entirely new world. It's elevated the dreaded process of computer upgrade to an intuitive level. Most important, it's made the process customer-centric through the anticipation of potential pitfalls and hazards that the customer might encounter and then built in road signs to guide the customer around those potential problems, often invisibly and always nearly effortlessly. If you're thinking this is a product upgrade more than a customer service upgrade, you have a point. But there's nearly nothing sold today that doesn't combine service and product, and technology can't be left to the technologists if you want to satisfy customers. Today, great companies like Apple understand that the devices they offer are both ``product'' and ``service'' simultaneously, and that they need to build anticipation into