Re: Surely in the UK if you buy from apple you're bound by the consumer rights act,
This has been my experience too, on a number of occasions.
I was going to the Apple store for something or other, and a friend had booked a £79 replacement of an iPod his daughter had dropped down the loo, but being a three hour drive each way, he asked if I'd take it for him, and stuffed the iPod (thankfully in a bag!) and some cash into my grubby little paws. At the shop, I made myself known to the staff, and they turned up with a big red "BIOHAZARD" bag (!) into which the iPod was placed, and handed me a shiny new replacement, for the grand total of nowt, zilch, zip, nada.
Second example, my 15" MBP needed a keyboard replacement at around 18 months old. I took it in, and ended up with new keyboard, battery, mouse pad and a piece of case replaced as it was scuffed, again for a grand total of none of our finest british pounds.
Another example - the Mrs had an iPhone 4 which was doing something daft like showing missed calls that it hadn't rang for. Vodafone were their usual incompetent self, but we happened to be on holiday in Belfast and walking past the apple shop, so popped in for a quick chat. Half an hour later, out we came with a replacement phone and all her data copied over, no questions, no fees.
It seems that they can be pretty good about keeping the customer happy, but it always helps to be nice!