My wife's new computer arrived on Thursday - the new MacBook. During the setup there was an option to sign up for product news. The trouble is, it was a single checkbox that registered you for all the following information (paraphrased): Product News, Tip & Tricks, Special Offers, and more.
This being our first Apple computer, I would have loved to sign up for the tips. But I certainly didn't want special offers (READ: SPAM). Maybe Apple respects people enough that they don't send wasteful emails, I don't know. I'm still getting emails from the registration of my Toshiba laptop after three years (I know, I can unsubscribe at any time).
They should have had two offers: the first one being something that would reassure me I'd be getting value in return for providing my email address, the second could have more clearly indicated a "sales" focus. I'm sure there are enough Apple devotees' that would check that box.
What Apple should really do is embed something in the purchase process that enables a customer to indicate that this is their first Apple - or if they're switching from a PC. If the customer checks that box, they should include a book. If you indicate that you're switching from a PC, they should include a cheat-sheet: a comparison of common tasks between the PC and Apple.
The new computer is awesome, by the way, and I'm starting to convince myself that my next computer will be an Apple... gee, maybe I should have signed up product news. LOL!