Re: FAIL - no Credit Agreement with Apple
"Actually, for an on-line transaction where the customer is not present, the bank reserves the right to charge back to Apple in case of fraud,"
You need to rewrite that. Even for offline transactions where the customer IS present and has provided a PIN (and CCTV security footage shows that it is indeed the customer, not someone using a purloined cards), the banks can and will chargeback in case of a dispute - and hit with penalty charges which are not removed should the dispute prove groundless.
I know, because as a retailer it happened to me on multiple ocasions. It's one of the reasons for encouraging people to move to direct debits or bank transfers
Then there's the massively high cheque fees banks charge in an all-out attempt to encourage retailers to stop accepting them, or the high standing fees and surcharges attached if your card processing is below threshold numbers or average transaction values. Bank commissions can easily hit 30% on debit card payments if there are a lot of sub £10 transactions.
Basically the banks rape and pillage. Retailers were forced to swallow that until recently. I suspect Apple have gone too far, but I'm not surprised they're making these kinds of demands, given recent stories such as the guy who got mugged of his cards+ipad and documented the assailant making multiple purchases from Apple on stolen cards, then flogging 'em on Ebay - however in that particular case the mugger had enough stuff to fulfill most of the demands from Apple. I'd be going for a request to provide a photo showing face + holding up a handwritten copy of the order number, along with some other form of phptographic ID.