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From NewsFactor: Blueprint for Apple XServe Rollout.

…the company’s service and support may be the deciding factor in a company’s decision to switch.

Each Xserve comes with a three-year unlimited license agreement, and for less than US$1,000, Xserve purchasers can add a three-year “AppleCare Premium Service and Support” contract. This low-end service package includes 24/7 phone and e-mail support, as well as next-day on-site service, no matter the time or location of the server. In many cases, four-hour on-site response is possible, according to the company.

Adams said those service offerings are hard to touch, especially given the low fee. And Apple also supports applications like Apache and sendmail as part of its service package. “You can’t get support very easily for these and other well-known open applications [from most other vendors] unless you purchase a maintenance and support contract in addition to [the other vendor's] platform.”

Sounds good to me, but it’s still yet to be proven if Apple really has a winner with the XServe, or if they’re knocking on the wrong doors with the wrong product.