I've chosen to target Apple because they have misled consumers (customers) through advertising their limited ONE-year warranty with an option to upgrade to THREE years (AppleCare), at a hefty price. This upgrade from 1 to 3 years, is effectively hiding the 24 month guarantee, which is a consumer right guaranteed by law (in Australia, Italy & 27 EU states).
By rights Apple should make this abundantly clear in their standard warranty (there is a note & link on their website). My hope is for much more than a brief note & a link to customer consumer rights. I expect Apple to make a change in the standard warranty, from 12 months to 24 months, like SAMSUNG has done. Any added value in the warranty or upgrade would be additional to the consumer guarantee, and listed as such, for example extended phone & store support, an extended product warranty to THREE years and in some countries (USA) an insurance option for accidental damage.
There is no excuse to hide consumer rights. Apple prides itself on customer service. Apple have an ever growing and up market global retail and service chain of stores. Apple are in a financial position (the most profitable) to actually step up to lead on an industry wide issue, only offering 12 months warranty when consumer has a guarantee under law. Through Apple changing their standard warranty policy, other retailers (supported by manufacturer warranty) will likely follow.