Most of us who have been using Apple devices for several years now have probably had to contact Apple support at one time or another. It happens.
Seems that Apple wants to make the support process easier with their newly-introduced Express Lane. With Express Lane, users can select from a line of Apple products and narrow theirs down to the serial number to check if it's still under warranty.
The user can enter the details of their problem and view documentation that may help them resolve their issue. As a final step, users can choose to contact support.
What's also interesting is that different methods of support are made available depending on the type of problem. This may help streamline Apple's customer support process, by eliminating unnecessary calls, therefore reducing long waiting times for callers who may absolutely need phone support.