Return Policy/Service

I bought a new Apple watch on Friday. Seeing the next day that there is a 'dead spot' on the screen, returned it Monday morning. To my surprise I was informed that it needs to be send away and there is an average turnaround time of 10 days. This is unacceptable. Surely a product of two days old should be exchanged for new on the spot? Waiting 10 days where a faulty product that was provide in the fist case is also unacceptable.